Have you become accustomed to wearing more comfortable clothes while working during the lockdown? Today’s guest is Nate Checketts, co-founder and CEO of premium men’s activewear brand Rhone. He envisages a future in performance clothing that is comfortable, functional, and stylish—suitable for everywhere from the gym to the office and eliminating the ‘segmentation’ of clothing into certain clothes for certain occasions.
Beginning in 2014, Rhone was born from what Nate saw was a gap in the notoriously tough apparel market—with 200+ female-focused brands for premium activewear and almost none for men. What has resulted is an omnichannel business, with Rhone going head-to-head with successful female-focused brands and selling not just online but to wholesale accounts and retail stores.
Having identified a need and addressing it with a great product that speaks for itself, word-of-mouth was instrumental in growing the business in the early stages. Nate discusses how he made the transition into building long-term customer relationships via social media, an online magazine, and a highly successful email marketing strategy.
There’s no question that email marketing is by far the most powerful form of marketing that we do. Not only is it the most efficient, but we think of it as a direct relationship with our customers and a way of driving long-term loyalty in addition to sales. It is the relationship pipeline between us and the customer.