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 Youtube
• Better apparel, fewer dollars allcitizens.com
• Connect with Danny linkedin.com/in/dfcharbonnet
• Follow All Citizens on Instagram @allcitizens
• Follow All Citizens on TikTok @allcitizens
• Scale your business with electriceye.io
• Download Mesa at the Shopify App Store apps.shopify.com/mesa
• Transform your returns into exchanges loopreturns.com/honest
• Get started with a free account at klaviyo.com/honest

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