In 2008, I was flipping through Fast Company when I came across this article highlighting a hot new men’s pants company, Bonobos. The company was started by two young entrepreneurial and Stanford-educated guys, Brian Spaly (also the CEO of Trunk Club) and Andy Dunn. These guys had PHDs in style, design, and business. They also happen to be best friends.
They came into the marketplace with a different attitude and approach to menswear – seeking to hide men’s flaws and give them a bit of flair. The idea that every man could look good in a pair of Bonobos. This was something unique at the time, many manufacturers didn’t really have a gentleman in mind. The patterns used were ill-fitting for the average male customer, the slimmer cut was the style. The Bonobos team saw a brilliant avenue, a way to evolve menswear, hence why the company is named after the ape. Brian, with his head for design, aimed to solve the “KDB” – aka the khaki diaper butt problem – which, btw, is the chief reason why I HATE khakis on a man.
CUSTOMER IS KING.
Brian and Andy adopted the Zappos customer service model but more importantly, they changed a gentleman’s outlook on style by putting the power back into their hands. A man no longer looks unkempt or like his wife was buying his casual clothes. Now, a man could pick a semi-custom made pair of pants – color, fit, even the lining. The fit in the seat didn’t sag and the inseam was roomy enough to be comfortable but still tailored. They made pants for every guy – from conservative, to preppy to the peacocks and dandies. As their brand became a must for every man’s wardrobe, they branched into shirts, outerwear, loungewear…all the sartorial needs that I man may have.
LESSONS IN SCALE.
In 2017, Walmart acquired Bonobos. At the time, it seemed like a head-scratcher, and unlikely match, but Walmart offered scale to a business ready for it. Bonobos, in return, had perfected the web-only retailer, an avenue that Walmart is competing with Amazon for the lion’s share of virtual traffic. While it was reported there was some backlash from Bonobos customers, the move for Bonobos was a smart one, as the business needed more funding to grow and Walmart came to their rescue.
CULTURE CLASH BE DAMNED.
The irony of the “culture clash” some customers felt after Walmart’s acquisition of Bonobos, seems hypocritical. Amazon and Walmart are behemoths who understand the value of cult-like brands, allowing their brands to stand alone, with the support and structure of a well-oiled machine. Zappos is the perfect example. Amazon purchased them, early on, in 2009. Selective bias.
There is also the reverse opportunity of Walmart customers having more exposure to these unique brands, and that, at scale, offers a great deal more potential, for a brand’s equity.