Knixwear: Growing Community via Inclusion
Recently we have been tracking multiple cultural trends and their impact on retail brands. Ideas like empathy and inclusion and how digging deep into those sentiments can create a remarkable brand that connects more deeply with customers.
Studying the path of Knixwear from wholesale to DTC proves that placing your customer at the center of your brand’s mission pays rewards in loyalty. In 2013 CEO Joanna Griffiths graduated an MBA program with a business concept based on women’s leakproof underwear. Through 100’s of interviews listening, and connecting with women, she discovered an underserved market eager to be seen and heard. Through conversations and honed market research came a premium intimates product that improved women’s lives while creating a platform for beautifully designed inclusive sizing that was difficult to find.
Initially, Joanna focused on building relationships with over 700 brick and mortar retailers selling her product. The decision to move away from wholesale and double down into DTC came after many of the retail outlets were unwilling/able to buy a full sizing assortment, which created friction for customers seeking out a broader range. So in Knixwear launched a Kickstarter campaign around a new bra utilizing the opportunity to learn more from the community about what would serve them best. The results were overwhelming, raising $1.6 million and fueling the design for a customer vetted product. This move paid in dividends, and Knixwear is growing strong and expanding into new product categories even during the pandemic.
With the Kickstarter campaign’s success, Joanna made the natural progression to cast real women Knixwear customers as models. Creating a platform for each woman to shine and share her own story.
Written by Melody Linscott
Melody is the Trend Research and New Product Developer at ITL