197 | The Focus on Brand over Strategy | with Danny Charbonnet

Danny Charbonnet started All Citizens a few years ago after searching through endless aisles and websites for new boxer briefs.

Charbonnet realized that guys really only have 3 options for underwear; bargain big box retailers, expensive designer labels, or new online brands with designer label prices. 

This led him to ask himself “why can’t I get a whole week’s worth of great underwear for under $100?” This question sparked the idea for him to create a new category in menswear - premium, performance-based apparel at an exceptional value. 

Charbonnet started All Citizens with $3,000 and no design, retail, fashion or ecommerce background, but the outsider’s view enabled me to build a brand that is truly customer first without the baggage of the traditional retail model. 

Although I started with boxer briefs, We’ve expanded to offer everything from performance dress shirts to adventure-ready sunglasses under the singular mission of democratizing comfort. 

In This Conversation We Discuss:

[00:00] Intro[01:08] How All Citizens democratize comfort[02:00] Danny’s realization with men’s underwear[03:34] The question that sparked All Citizens[04:04] Addressing men’s underwear pain points[05:47] Creating a product with no background[06:34] The struggle between price and quality[07:25] Danny’s last hope for manufacturing[08:14] Negotiating as a smaller brand[09:39] The first years of the brand are the easiest[10:03] Still working with the factory on the story[10:22] Sponsor: Electric Eye electriceye.io[10:42] Sponsor: Mesa apps.shopify.com/mesa[11:42] Sponsor: Loop loopreturns.com/honest[12:24] Sponsor: Klaviyo klaviyo.com/honest[13:28] The reverse go-to-market strategy[14:00] Messaging and product over growth[15:04] All Citizens’ sudden growth spikes[16:45] Virality isn’t a good strategy[17:21] Providing the best sets you up for success[18:33] Chasing virality is unproductive and unrealistic[19:02] Why All Citizens doesn’t sell on Amazon[21:07] All Citizens’ current marketing mix[23:52] Not capitalizing on the golden age of FB ads[24:31] Marketing and ad agencies have high churn rates[24:52] Marketing strategy is about balancing channels[29:08] Find All Citizens and their other products

Resources:

Subscribe to Honest Ecommerce on YoutubeBetter apparel, fewer dollars allcitizens.comConnect with Danny linkedin.com/in/dfcharbonnetFollow All Citizens on Instagram @allcitizensFollow All Citizens on TikTok @allcitizensScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaTransform your returns into exchanges loopreturns.com/honestGet started with a free account at klaviyo.com/honest

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