You just never know where you are going to find a brand evangelist or members of your
brand's tribe.
It's always good thing to see where your brand or the competitions' are
showing up. And if you don't have a
TJ Maxx or
Marshalls nearby it's pretty easy to check out ebay. Below is a little score card of current listings by a number of skiwear brands. Obviously arguments can be made either way for a brand's health based on the number of listings (longevity in the market, distribution, market penetration, etc). However, we have a very focused distribution model and like to see little to no KJUS listings on ebay- 5 is actually the most we've seen over the past few month.
But there is more to it than just the numbers. If you read the descriptions for the listings you can often get an idea if your marketing messages are making any penetration. For instance, this was the description for one of the KJUS listings:
My friend, Evan, only wears black. Thinks he’s Clint Eastwood of the ski hill. So, when his wife bought him this incredible outfit as a gift, he didn’t want it because it wasn’t black. So, his wife asked I’d sell it since I own all kinds of Kjus apparel. Unfortunately, she clipped and threw away the tags. I would keep this outfit myself, except I already own 3 Kjus jackets and two pants.
This is your opportunity to own the finest ski wear ever created… at a fraction of the retail price. Please don’t ask to purchase either item separately. This auction is for the ENTIRE OUTFIT. It is brand new without the tags. IT HAS NEVER BEEN WORN. NEVER EVEN BEEN OUTSIDE!!!
O.K., -- You want to talk Function or Fashion? If you’ve skied any of the high-end resorts throughout Europe or North America, there’s really only one brand of ski apparel that really stands out – for its technical design, incredible look and world-class craftsmanship. The line was developed by one of the world’s foremost World Cup Racers, Norwegian National Champion, Lasse Kjus. Who better to design world-class ski apparel than an elite ski racer who spends hours upon hours on some of the most challenging mountains in all kinds of weather conditions.
My tailor, Jerry, is also a skier. Before I bought my first Kjus Jacket he examined it closely. He couldn’t believe the quality of the stitching. And the fabric – it stretches. He declared it the “ultimate” in fashion and function.
Then, there’s the fit. It’s somewhat slim fitting and truly compliments those who are in good shape. Whether you’re in the lodge or the lift line, you’ll note that people just tend to stare at you as if you’re someone special (like a celebrity!). They look because you simply standout when wearing Kjus apparel. The lines and the way this apparel drapes on your body is just so much more "sophisticated" than the bundled-up frumpy look of most ski apparel.
I encourage you to go to a retail store and try on the KJUS Men’s Large Jacket and Pants to see if it fits… but more importantly to fully understand why this line of apparel is truly state-of-the-art in ski apparel.
You’ll note how the pants are like wearing silk. You’ll especially feel it up on your quads when you slip them on. Then, move around and feel how the fabric stretches. If you’re an athletic skier or racer, the mobility will astound you. Finally, just look in the mirror. You’ll instantly see what I mean about the more “sophisticated” look and fit.
This obviously was not just a regurgitation of a of a manufacturer product listing. Yes, he's looking to move product, but nonetheless the description is persuasive and hits upon many of the key words we associate with the KJUS brand- he is an evangelist.
The eBay ski apparel score card-
- The North Face- 1211
- Bogner- 88
- Prada- 60
- Phenix- 48
- Nils- 31
- Descente- 29
- Post Card- 16
- KJUS- 5
A new study by some UNH scholars has confirmed a ski industry "urban" legend that it is not the snow in the mountains that effects skiers heading to the mountain, but snow in the urban environment.
