I’ve been running an e-commerce brand for the last 4 years that creates workwear for barbers. Our product line consists of fashion forward functional leather goods and clothing. We have seen some success over the years, growing the business to lower middle six figures.
Our largest growth months came last year as we had a sustained period of virality that resulted in a large number of organic purchases and great success with meta paid advertising. We were posting nearly everyday and getting exposure to a large portion of our niche audience. After a while, our engagement fell off and it felt like our content was getting stale.
Fast forward to now, our monthly store sessions have trailed off along with our revenue. We are not seeing the same brand impact as we did previously, with less story shares and tags on social media. At one point, we were a new hot brand that represented something new in the space. Now we have become a business heavily reliant on paid advertising.
I believe one of our issues is that our brand messaging and marketing efforts are not clear and consistent throughout our ecosystem. Our brand does not feel aspirational or like it is selling a lifestyle that people within the industry want to be a part of. We are simply selling products with functions that don’t make people feel.
This is a path that feels doomed to fizzle out if we cannot right the ship. I’d like to hear from you to see if you feel that a stronger brand strategy could benefit the business in the long run.
You can view our website shop.slckr.us and our instagram https://www.instagram.com/slckrusa/ if interested.
Thanks very much for your consideration!
