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The Focus on Brand over Strategy | Danny Charbonnet | All Citizens
Episode 197

The Focus on Brand over Strategy | Danny Charbonnet | All Citizens

On this podcast, we talk about Danny’s amazing journey to manufacturing underwear without experience or background, how not focusing on growth accidentally led them to virality, the reasons why All Citizens does not sell on Amazon, and so much more!

Honest Ecommerce · Chase Clymer with Danny Charbonnet

October 31, 202231m 15s

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Show Notes

Danny Charbonnet started All Citizens a few years ago after searching through endless aisles and websites for new boxer briefs.

Charbonnet realized that guys really only have 3 options for underwear; bargain big box retailers, expensive designer labels, or new online brands with designer label prices. 

This led him to ask himself “why can’t I get a whole week’s worth of great underwear for under $100?” This question sparked the idea for him to create a new category in menswear - premium, performance-based apparel at an exceptional value. 

Charbonnet started All Citizens with $3,000 and no design, retail, fashion or ecommerce background, but the outsider’s view enabled me to build a brand that is truly customer first without the baggage of the traditional retail model. 

Although I started with boxer briefs, We’ve expanded to offer everything from performance dress shirts to adventure-ready sunglasses under the singular mission of democratizing comfort. 

In This Conversation We Discuss:

  • [00:00] Intro
  • [01:08] How All Citizens democratize comfort
  • [02:00] Danny’s realization with men’s underwear
  • [03:34] The question that sparked All Citizens
  • [04:04] Addressing men’s underwear pain points
  • [05:47] Creating a product with no background
  • [06:34] The struggle between price and quality
  • [07:25] Danny’s last hope for manufacturing
  • [08:14] Negotiating as a smaller brand
  • [09:39] The first years of the brand are the easiest
  • [10:03] Still working with the factory on the story
  • [10:22] Sponsor: Electric Eye electriceye.io
  • [10:42] Sponsor: Mesa apps.shopify.com/mesa
  • [11:42] Sponsor: Loop loopreturns.com/honest
  • [12:24] Sponsor: Klaviyo klaviyo.com/honest
  • [13:28] The reverse go-to-market strategy
  • [14:00] Messaging and product over growth
  • [15:04] All Citizens’ sudden growth spikes
  • [16:45] Virality isn’t a good strategy
  • [17:21] Providing the best sets you up for success
  • [18:33] Chasing virality is unproductive and unrealistic
  • [19:02] Why All Citizens doesn’t sell on Amazon
  • [21:07] All Citizens’ current marketing mix
  • [23:52] Not capitalizing on the golden age of FB ads
  • [24:31] Marketing and ad agencies have high churn rates
  • [24:52] Marketing strategy is about balancing channels
  • [29:08] Find All Citizens and their other products

Resources:

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