What's Happening?
Actively Black, an athleisure brand founded by Lanny Smith, achieved significant success by generating $2.1 million in revenue within its first year. The brand, which launched on Black Friday 2020, was able to make $55,000 in sales on its first day. This success is attributed to Smith's strategic approach of building a dedicated audience before launching the product. By leveraging social media, email, and SMS, Smith amassed a following of 10,000 Instagram followers, 10,000 email subscribers, and 3,000 SMS subscribers prior to the launch. This pre-launch strategy allowed Actively Black to connect with its audience on a deeper level, emphasizing cultural ownership and representation in the athleisure market.
Why It's Important?
The success of Actively Black highlights
the importance of audience engagement and cultural representation in business. By focusing on building a community before launching, the brand was able to ensure a strong market presence and demand for its products. This approach not only reduced the risk associated with inventory but also fostered a loyal customer base. Actively Black's emphasis on Black ownership in the athleisure space resonates with consumers who value representation and cultural significance. The brand's partnerships with major entities like Disney and Marvel further amplify its reach and impact, showcasing the potential for growth when businesses align with cultural and social values.
What's Next?
Actively Black faces the challenge of meeting the high demand it has created. The brand has been sold out for half of its first year, indicating a need for scalable manufacturing solutions. As the brand continues to grow, it must establish robust systems to handle increased demand and maintain product availability. Future collaborations and partnerships are likely to further boost brand awareness and demand, necessitating strategic planning to ensure sustainable growth. The brand's ability to adapt to rapid growth and maintain its cultural mission will be crucial in its continued success.
