🤘🤘 Origin Maine's Positioning as an Apparel Company

Howdy!

In this week’s newsletter, I am looking into:

• American company Origin’s positioning

• The Rise of Oliver Anthony - Market timing & Delivery

Lezzgo!

Dejan - @dgajsek

The Origin Maine… well… origins 🙃

Every time a new retail manufacturer appears on the market, I get surprised.

Why would someone enter the ruthless market as apparel knowing that even the giants are struggling (Under Armour hasn’t been doing great for years).

But Origin has a solid chance, because of their:

• Leadership capital sprinkled with influencer status

• Clear ideal customer profile (ICP) and positioning - american-made gear

• Positioning at the market

In fact in 2021, the company has become #215 on Inc. 5000 as the fastest growing private business in America (which dropped to #854 in 2022).

In fact here are some juicy stats:

• In 2021 they had a revenue increase by 2,034% - big number but hey they just started and let’s be honest the influencer channel was a huge driver

• In 2022, they maintain the growth and is averaging 742% three-year growth according to Inc.

My hunch is that in 2021, Origin landed a spicy military contract. (Just a guess, tho).

This made it the fastest growing company in the state of Maine by a landslide.

Leadership

The face of leadership - Jocko Willink, is one of the main partners at Origin. (he even holds a class on leadership on Masterclass platform).

Pete Roberts, founder and CEO of Origin and Jocko Fuel (Jocko Willink’s supplement company) partnership with best-selling author, top-rated podcaster and former navy seal commander, was the best decision he could made for the company.

This would be possible without sharing the same values: BJJ, caring for US manufacturing, leadership, no-nonsense work ethic…

The biggest lift was the Jocko’s personal brand reputation that goes hand-in-hand with the origin’s narrative as well. Clear, honest, and patriotic.

Check the top banner on Origin page:

This premise was enough to get investments from the likes of Joe Rogan (the most popular podcaster).

@originusa

Joe Rogan & Jocko Willink Team Up #joerogan #jockowillink #origin

Clear ICP

Knowing the customer and serve them is the most important part of the bussines plan.

Started out with BJJ, the company expanded their product line to boots, hunting gear, fishing apparel and combined them with Jocko’s supplement product line - Jocko Fuel, which was one of the sponsors of Crossfit Games this year.

The targeting is clear: Men in their 30s and 40s and beyond who value hard work, physical activity, discipline, and american-made quality apparel.

With their product line, they touch subcategories as well:

• GIs, rash guards, fightgear for bjj practicioners

• Protective gear and camo - first responders and military

• Boots, hoodies and jeans - broad category

• Hunting gear - hunters

• Supplements - all of the above

I bet in most cases the ICP falls into 2 or 3 categories at the same time which increases the life-time value per person.

Positioning

Another company that used the same strategy is GoRuck. Jason McCarthy, CEO of Go-Ruck made a sturdy, military-grade backpack that withstands the abuse and is made for the same ICP that Origin.

But, at one point GoRuck’s production moved to Vietnam, and then back to USA. The move was due to costs, but with they’ve went against their core positioning.

If you look at the GoRuck website, there’s no identification that products are made in USA. Instead they have unclear messaging:

Origins Bets Everything on American-Made

It’s amazing to see how every piece of content supports this main narrative.

And since there’s so much divide and ambiguity of the economy, the stories that Origin pumps out are all about brining jobs back to US and being proud about it.

It seems that manufacturing whole production in the states is (nearly) impossible

Not just the workforce costs which you can’t compare from offshoring. If you want to produce your own textile, you can’t.

You have to import it either from Pakistan or Vietnam.

Origin went around and resurrected ancient loom from 1920s to start weaving their own textile.

Extra trouble just so it conform to the narrative of “american-made”.

What’s the point of this lesson?

Every company must have a vision and a narrative they have to stuck to. Everything at Origin’s is about American sourced, made and delivered.

The prices are expensive, but people will pay for it.

Once you start using YouTube as the primary search tool, you’ll realize how important good practices are. It’s the way to build your brand and social capital when you build something of amazing quality AND respect your user.

And that doesn’t need to be at a cost of lost revenue. On the contrary.

1- Stick to your vision (and positioning)
, if your value is also premium. What users don’t like are the hidden costs for features that are more mandatory than optional. Respect your user!

2- Your customer is everything. Origin buyers aren’t casual utilitarian consumers - they want american-made and associate themselves with the brand. That’s why the mission and the vision won’t change.

3- All content and collaterals supports your competitive edge.
99% of other retails can’t compete on it which gives you an opportunity to just go hard on it.

If you’re curious about positioning and nailing ICP, check out a growth study on Lululemon Athletica.

Billboard 100 Topped Start of September with 3 Country Songs

On theme with the US patriotism - 3 country singers are on top of Billboards top 100.

Taylor Swift is off-the-podium on 4th place.

If you use any social media, you’ve seen the viral song.

No production.

No band.

No extra effects.

Just a dude singing his heart out in the woods off the grid about the troubles of the modern life.

The song is simple, twangy tune with a message that contrasts the multi-million production sets with twerking bodies and flashy cars.

The timing of is perfect. Inflation has hit the country, the presidentail elections are coming closer, and Americans are evaluating their lives by looking back.

Music has always been a mirror of culture, politics, and society.

This is a fascinating proof and a snapshot of the general opinion.

Compete Nuggets

• 🍏 Apple’s releases first carbon-neutral product - a play to buy-in into the clean tech industry?

• 🍏 Apple wouldn’t be Apple if they wouldn’t create a product for the premium buyers. This year they are going for titanium casing for iPhone 15 - price unknown.

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Have a wonderful week!

🤘🤘

d.

Lay it On Me

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