483 - How to Build a Community Based Business (Case Study ft. Outdoor Voices)

In this episode, we do a case study on Outdoor Voices to learn how we can build our own community centered businesses.

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Problem

Fitness apparel brands are targeted towards the elite athlete and the aspirational idea of the elite athlete. Very few, if any, fitness brands focus on the regular person who works out or aspires to working out.

Solution

A lifestyle fitness apparel brand build around a community of regular people. Utilizes brand images and real people to push the message.

Customer

Primarily women between 25 and 45 who live busy lives but feel their best when moving their body. Outdoor Voices becomes a way for them to do so.

Marketing

Underlying Philosophy:

1. Identify a gap in the marketplace
2. Align with an "identity"
3. Build community offline and online

Model

Apparel, ecommerce