Issue No. 190: Am I Typecast?

Last Word: On proprietary products and eCommerce

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Issue 189’s most read article contained four indicators of eCommerce success, one of them is depicted above. Internet retailers are nearly 3x more valuable when they source and/or manufacture a product that cannot be found elsewhere.

A great example of this is the new initiative of Pittsburgh’s Cotton Bureau, who is relatively quiet startup with a thriving marketplace for well-designed tees. For example, they sold 3,100+ units of one design in January 2017. Their custom site converts exceptionally well, they’re currently sporting a 🔥7.7% conversion rate in 2017.

Led by Michelle Sharp, Cotton Bureau’s Blank will manufacture their own t-shirt blanks and will attempt to do so domestically. The timing couldn’t be better, as American Apparel will leave a void for companies desiring high quality t-shirts for their own branding or product lines.

From yesterday’s announcement:

Today, we’re lifting the lid on Blank, our project to design and produce better t-shirts from the ground up: our sizes, our fits, our fabrics, our colors. Over the last six months, we’ve been building relationships with people all over the garment industry: pattern makers, fabric suppliers, cut-and-sew operations, industry consultants, full-service apparel factories, fit models, and more. We’ve even produced a few samples. We’re going to need all the help we can get, which is why reached out to Indie.vc for funding last year (remember this cryptic line?) and hired a project lead to give it the attention it deserves (we’ll introduce her in a bit). Exciting, huh? It’s something we’ve been talking about forever, and the fact that it’s actually happening is a bit surreal. Let’s answer some questions.

Read more about Cotton Bureau’s “Blank” initiative here. If you’d like an introduction, email web@2pml.com and I’d be happy to connect you to their team. Cotton Bureau is one of four partners. – @web

See more of the issue here.

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