Photo: lululemon.com

How He Built Lululemon

After noticing more and more people sign up for yoga in the late 1990s, Chip Wilson bet everything on an athletic apparel company aimed toward young professional women. What started as a small pop-up store in Vancouver eventually became the multibillion-dollar brand Lululemon Athletica, spawning a new fashion trend and forever changing what women wear at the gym. Listen to the NPR podcast interview with Chip Wilson, founder of Lululemon

Listen to the podcast.

The Apparel Entrepreneurship Book Is Now Available!

The Apparel Entrepreneurship E-Book is now available for order here. In the book, you’ll learn about apparel entrepreneurship from idea to market launch, and beyond. It is an inspirational and educational book that will guide you in the achievement of starting and running your apparel brand.

This book is extremely detailed and how-to oriented. It will tell you exactly WHAT you need to do, WHY you need to do it, and HOW to do it. It’s a book for action takers.

9 Ways to Kill It on Instagram

Read these 9 ways for a solid foundation to kill it on Instagram.

Read the article at Medium.

How To Define Your Customer

Avatar, customer persona, profiling, target group, they all refer to the same thing – your target customer. By identifying your target customer for your apparel brand, it will be easier to design, strategize your segments and develop an effective marketing plan.

A customer profile is a detailed description of your ideal customer. You can have one or several profiles, but you should never have more than 3. If you have too many you lose focus. But bear in mind, a customer profile is actually a “group” of people, a generalization and not an actual description of each and everyone of your customers.

Read more about defining your target customer.

Photo: everlane.com

The 10 Marketing Secrets to Everlane’s Success

Everlane is a successful direct to consumer online clothing retailer, that specializes in modern essentials with full transparency. Founded in 2011, last year’s revenue was $100 million. Read the 10 reasons Everlane grew from $0 to $100M+ in revenue in just six years.

Read the article here.