The fashion industry is as old as the idea of wearing clothes. There was always someone in the village, town or city that made clothes, perhaps fabric too. They offered different sizes, colors and styles. Not much has changed (or has it?). Fashion has always been subject to shifts in "style", and not always been restricted by the necessity of function, unlike other industries. Fashion, as many see it, is an art, a form of expression, and a declaration of self. Over the centuries, fashion has been used to distinguish between cultures, religious beliefs, moral standards, and, sadly, socio-economic status.
One of the most unique fashion industry leaders is a brand called Johnny Cupcakes, and the gag that inspired it all is in the name - given to John Earle (owner) while he was working at a Newbury Comics store in Boston. But before becoming Mr. Cupcake, he was better known as Johnny the Jokester.
Breaking into the fashion industry is not easy. How do you create a name for yourself without billboards or print ads? Most people in the industry will say it’s not possible, but Johnny proved everyone wrong and created a multi-million dollar brand by paying attention to detail and the wonderful word of mouth.
What separates his product from everyone else’s and what makes him a leader in the market is the exclusivity of his products. According to Johnny “People want what no one else has”. His products are limited, exclusive and one of a kind. He made a wise business decision early in his career to stay away from major clothing stores. (Johnny Cupcakes finds sweet success in t-shirts, 2006, paragraph 6-9)
Customers like and appreciate the story behind the brand. Johnny chose quality over quantity. He believed to rather have a strong brand filled with knowledgeable customers who truly enjoy what he created instead of making a quick buck by trying to get his shirts in chain stores.
Johnny Cupcakes builds memorable experiences for his customers through an in-store event, or the packaging and details he puts into everything. Most companies try to cut as many corners as they can, to turn a better profit. He does the exact opposite and pays close attention to all the little things. (What a dude named Johnny Cupcakes can teach you about business, 2009, paragraph 13)
Most of his customers are repeat customers. Every type of person collects, understands, and appreciates the brand: Fashionable people, college kids, artsy kids, thugs, indie rockers, skaters, young adults, sneaker heads, and more.
When Johnny launches a new line of shirts there are normally up to 600 people in line waiting for the store to open, this is when Johnny personally walks down the line talking to customers, asking questions and handing out free cupcakes to everyone. He also has a personal blog on his website (johnnycupcakes.com) that he updates everyday with personal experiences, interesting stories and information on upcoming and current products. (What a dude named Johnny Cupcakes can teach you about business, 2009, paragraph 18-20)
Johnny also makes fun of popular culture and replacing popular icons with cupcakes. For example: Statue of Liberty, instead of holding a torch it holds a cupcake. On the website Johnny gives out his e-mail address where customers can e-mail him directly with questions, ideas or to say thank you for his brand.
(What a dude named Johnny Cupcakes can teach you about business, 2009, paragraph 11)
It's all of these small things put together that made the brand what it is today. By doing his own thing, breaking away from the norm, Johnny gained the attention from a new market that will support him no matter what. And all of this without the help of traditional marketing.
Reference:
Johnny Cupcakes Website: http://www.johnnycupcakes.com/blog/
Davenport, J. (2009). What a dude named Johnny Cupcakes can teach you about business. Retrieved June 29th, 2011 from News Updates for Syracuse and CNY. Website:http://www.syracuse.com/news/index.ssf/2009/03/what_a_dude_named_johnny_cupca.html
Smith, T. (2006). Johnny Cupcakes finds sweet success in t-shirts. Retrieved June 29th, 2011, from Weekend Edition. Website: http://www.npr.org/templates/story/story.php?storyId=5618417
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