working with new gen materials #4

Although I don’t consider myself an expert in marketing, I'd like to share some theoretical ideas on navigating the unique challenges of marketing products made from new generation materials.

1. Rethink Traditional Marketing Models

Conventional marketing strategies may not work for your brand because you’re not dealing with standard products or business models. Instead of focusing on how retail garments are traditionally marketed, consider how the material itself is marketed. Your approach should be rooted in the material's story and value, not just the finished product.

2. Align with Material Producers

Many material producers aspire to achieve the same level of brand recognition as Gore-Tex, so they’re often eager to collaborate on anything that promotes their material. Align your marketing strategy with theirs—use similar language and offer your designs for their media platforms or exhibition displays. Some producers may be reluctant to work with small or independent brands, seeking recognition and scale instead. Don’t dwell on those; they often struggle because their concepts don’t resonate with the market.

3. Focus on Innovation, Not Sustainability

The term “sustainability” has become so overused that it no longer carries the positive connotations it once did. Instead of making sustainability your selling point, focus on the science, innovation, curiosity, and uniqueness of your product. Sustainability should be an inherent part of your business model, not a marketing gimmick. People should pay a premium for the quality—both physical and emotional—of your product, not just for its sustainable aspects.

4. Appeal to Emotions and Storytelling

While people may claim they’re willing to pay more for sustainable goods, most purchases are driven by impulse rather than careful consideration. Appeal to your customers’ emotions and give them a compelling story to share with others. A strong narrative can turn a purchase into an experience that they’ll be eager to talk about.

5. Avoid Over-Selling and Discounting

Resist the urge to over-sell or heavily discount your products, as this can depreciate your brand. Launching multiple collections a year isn’t sustainable or necessary. Instead, focus on creating meaningful, limited releases that maintain the exclusivity and value of your brand.

6. Work on a Pre-Order Basis

Given that most new generation materials come with small MOQs, consider working on a pre-order basis. This approach helps you avoid excess inventory and maintain healthy working capital. By positioning your products as special and unique, customers will be more willing to wait a few months for their orders, building anticipation and value.

7. Thoughtful Pricing

Pricing should strike a balance between accessibility and value. While your products shouldn’t be so expensive that they’re only accessible to the wealthy, they shouldn’t be too cheap either. Your customers should feel like they’re investing in something special and be discouraged from treating it as a disposable item. For instance, a €600 bag is still within reach for many, but it’s also expensive enough that buyers will value it and think twice before discarding it.

8. Establish a Physical Presence

Since you’re working with materials that are unfamiliar to most people, having a physical space where customers can see, touch, and feel the garments is important. A multi-brand concept store could be a good fit, allowing customers to experience your products firsthand.

9. Invest in Professional Branding

Investing in professional branding is crucial for creating a polished and cohesive brand identity. This includes not just your logo, typography, and color palette, but also templates for social media. High-quality content will make your brand look more professional and trustworthy.

10. Collaborate with Influencers

If social media isn’t your strength or interest, consider working with influencers who excel at it. But instead of just gifting your products for a one-time feature, make the collaboration more engaging. Offer them a chance to co-create products and share in the profits. This approach allows them to explore their creative side while also motivating them to actively promote and sell the product.

11. Educate Your Sales Force

If you have a sales team, invest time in educating them about the core ideas behind your brand, not just the products. Understanding the brand’s philosophy and the unique qualities of the materials will enable them to convey the value of your products more effectively to customers.

These strategies are theoretical and will need to be adapted and tested in practice, but they offer a foundation for marketing innovative products in a way that respects both the materials and the story behind them.