We’ve grown our product line to include more elevated products and our direct-to-consumer business has exploded. How is business in 2019? Are you growing? If so, are there certain channels that are working well?Įric Wicken: 2019 has been a great year for Imperial Motion. In 2020, we are expanding our partnership with them, broadening our product offering in the wetsuit category. In 2019 we launched inline wetsuits exclusively with them and the results have been excellent. We are neighbors in the Pacific Northwest and they definitely have a like-minded love for catering to the active, outdoors enthusiast. What are some of the brand’s key accounts?Įric Wicken: If I were to highlight a single retailer, it would be evo. That includes our evolving wetsuit line, ranging from 2-mm jackets all the way to hooded 5/4’s, a handful of wet/dry bags and all weather accessories. One of our recent collections has been in the form of gear. This collection includes a number of features designed for high performance, including 10K waterproof/breathable, four-way stretch and moisture wicking. For winter 2019, we’ve introduced a more elevated, three-piece, performance outerwear collection that we’ve called Control Freak. Our jackets are a top seller for the “cold season.” Lightweight windbreakers with unique fabric stories are popular. Sales on shorts continue to grow as we evolve our designs and expand the offering. Our tight and right waistband feature has been popular since we brought it to market in 2007 and remains a key feature throughout all styles. We have a tiered product line for this category, starting with our performance, fully bonded, compression-lined boardshort, down to our high quality, but more entry-level volley. During the spring/summer, also known as our “warm season,” sales of our boardshorts, swim and active bottoms are very strong. The brand sells to surf, skate and outdoor retailers – Photo courtesy of Imperial MotionĮric Wicken: It varies by season. We anticipate this approach will soon be standard in the industry and we are proud to be part of this change. This level of communication helps us track market demand and keep sales high. Previously we touched base with our clients quarterly, now it’s weekly. We did lose a few accounts that were not comfortable with this way of doing business and we respect that.įor the customers who shifted to our new model, we are seeing an increase in orders and a higher level of engagement. The response from the majority of our retailer partners has been overwhelmingly positive. We are still providing high-touch client and account management, but in a more cost-effective way. We introduced this change directly to our partners, both in correspondence and in conversation. Our account team now consists of two sales representatives and two dedicated account managers. Plus, they have access to all the content we produce for our products.īy developing a direct pipeline to our retailers, we were able to improve margins, ship faster and provide a higher level of customer service. This allows them to have the same margins on product that they would have had on doing private label, but without the inventory liability and development expense. With this new model we have factored in the expense of rep commission, collecting money and all the other aspects that go into the old way of selling product, and given those savings directly to the wholesaler. Previously, the sales model for inventory was top heavy, with costs for samples, sales representatives and trade shows. Why move to the B2B model? Any concerns from retailers about buying the inventory directly? How does this model help Imperial Motion?Įric Wicken: Having worked in the apparel brand and retail space for almost 20 years, we’ve observed a lot of change. :Sexy Back.We asked co-founder Eric Wicken some questions about the new B2B system and about the brand’s strategy overall. Eve, Psyche and The Bluebeard's wife NatsumiSempai 11 1 Queencard - Motion DL ($) yukikumeraimmds 25 0 IVE - Kitsch ptrcamochi 33 3 (G)I-DLE - Queencard NatsumiSempai 36 4 MMD Goodbye Kiss REMAKE Motion DL NOW IN PUBLIC MMDuser23 5 0 Rainbow - A NatsumiSempai 24 0 KITSCH - Motion DL ($) yukikumeraimmds 36 1 (MMD) When your Spotify music is bad + Motion DL AlexShadow22 23 2 Vengeance - Motion DL (F2U) yukikumeraimmds 21 0 MAVE: - PANDORA NatsumiSempai 43 5 Apink - Mr.Chu CookiemilkMMD 23 0 SKZ Taste - Motion DL ($) yukikumeraimmds 16 0 INFERNO | Motion DL (FREE) yukikumeraimmds 43 3 STAYC - Teddy Bear NatsumiSempai 28 0 Gfriend - Love Whispher CookiemilkMMD 20 0 AESPA Illusion - Motion DL ($) yukikumeraimmds 19 0.
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