True Classic CEO Ben Yahalom: 'Diversification is key to marketing success'
Feb 5, 2025
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Ben Yahalom, CEO of True Classic, leads a menswear brand that evolved from enhancing the classic T-shirt to diversifying into activewear and denim. He shares insights on scaling profitably while maintaining a focus on customer experience. Yahalom discusses the challenges of creating well-fitting garments for diverse body types and the vital role of community engagement. With plans for women's wear and physical store openings, he emphasizes that understanding consumer needs is key to their innovative marketing strategies.
True Classic's evolution from a T-shirt brand to an omnichannel retailer showcases its strategic diversification in product offerings to meet consumer demands.
The brand emphasizes a robust digital marketing strategy utilizing emotional storytelling and data-driven personalization to strengthen consumer engagement and loyalty.
Future plans include the launch of women's apparel and localized distribution centers, which aim to cater to a broader audience and enhance operational efficiency.
Deep dives
The Role of Digital Marketing in Revenue Generation
Digital marketing plays a vital role in driving revenue for beauty and fashion brands, particularly through tailored strategies that resonate with their audience. Utilizing platforms like ListTrack, brands can merge their expertise with powerful AI tools to deliver personalized messaging across channels, increasing consumer engagement. Examples from renowned retailers demonstrate how integrating customer data can enhance outreach efforts, ensuring that campaigns not only attract attention but also convert leads into sales. As the beauty and fashion sectors evolve, the ability to personalize experiences will remain crucial for maintaining competitive advantage.
True Classic's Journey and Expansion Strategy
True Classic has seen rapid success since its inception in 2019, achieving impressive revenue milestones by focusing on high-quality, well-fitting apparel for men. The brand has transitioned from a direct-to-consumer model to an omnichannel approach, making significant inroads into major retailers like Target. With a product line originally limited to t-shirts, the company has broadened its assortment to include various men's clothing categories, addressing a wider range of consumer needs. Through strategic partnerships and physical store openings, True Classic is positioning itself to capture a larger market share globally.
Understanding Male Consumer Behavior
Today's male consumers favor simplicity and comfort when it comes to apparel choices, eschewing complex options for reliable, easy-to-wear items. True Classic capitalizes on this insight by offering basic essentials that focus on fit, feel, and affordability, thereby attracting a diverse customer base. The brand emphasizes understanding its consumers' needs, creating products that resonate with their lifestyle while ensuring they feel confident and well-dressed. This approach has fostered loyalty among customers, who appreciate the direct connection and genuine feedback mechanisms provided by the brand.
Impact of Advertising and Brand Awareness
True Classic employs a robust digital advertising strategy, primarily leveraging channels such as Meta and Google to showcase their unique value proposition. The brand focuses on emotional storytelling in its campaigns, aiming to connect with consumers on levels beyond just product features. As the landscape of digital advertising evolves, True Classic is exploring new avenues such as television and partnerships to diversify its marketing reach. Building brand awareness is becoming increasingly important, as the company transitions from a direct response model to a broader brand marketing strategy.
Future Growth Plans and Product Expansion
Looking ahead, True Classic is committed to expanding its product offerings and venturing into women's apparel, which is anticipated for launch in 2026. The brand is exploring high-quality materials for its upcoming collections while ensuring it meets the diverse preferences of its target audience. Moreover, as the company scales its operations, it aims to implement localized distribution centers to enhance service efficiency in key international markets. By listening to customer feedback and adapting swiftly to market demands, True Classic seeks to solidify its position as a go-to brand for essential clothing.
Menswear brand True Classic started out in 2019 with a singular focus: improving on the classic T-shirt. But in the last six years, the brand has scaled profitably and diversified its product categories to include activewear, denim and chinos, among other products. There's even womenswear on the horizon, as well as more physical stores opening throughout the year.
Ben Yahalom, formerly president of the brand who took over as CEO last summer, stopped by the Glossy Podcast to talk about some of the ways True Classic is continuing to evolve, including in physical retail and through an ever-expanding marketing strategy that's not focused on just one channel.
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