Branded Search, ComplexCon, Event, Thought Leadership

Champion – #4 Most Amazon-able Brands @ ComplexCon

Champion

Brand mission: American manufacturer of clothing, specializing in sportswear. 

Market insight as to why the product is hot: People are trending toward athletic wear more in daily life. Retro/90s style is on the rise.

In addition to having the athleisure & streetwear push into fashion, workwear and many other segments, Champion is HOTT. 

Champion seemingly resurrected from nowhere. Let alone the last decade of dormancy, even within the last 2 quarters where Champion moved from #17 to #10 in apparel preference. That is crazy. Where were they in 2010? Were they even ranked? Who is the Creative Director driving this growth? So many questions…

Why will it do well on amazon: Amazon’s search queries are simply a matter of what everyone on the planet is searching for. When a brand like Champion is on a tear like they are right now, I would love to get our team’s hands on their Amazon business. Guaranteed they are missing >25% of their branded search by not actively managing their brand as an Amazon Marketplace Seller.  

Any brand with this level of HOTT, can always find ways to optimize.

Branded Search, ComplexCon, Event, Thought Leadership

Zen – #7 Most Amazon-able Brand @ ComplexCon

Zen

Brand mission: Innovative sneaker and clothing company seeking to represent the evolution of e-commerce for sneaker and streetwear culture.

Market insight as to why the product is hot: Their 29 brand shoe collection carries a variety of hot brands, from more established names like adidas, reebok and Timberland to more up-and-coming brands like SURF IS DEAD and I Love Ugly. 

Why will it do well on amazon: Their focus on e-commerce and exclusive products makes them a good fit for the way people shop on Amazon. They have a decent social media presence (265k on IG) which would help them overcome “the cold start problem”. 

More to come on what “the cold start problem” is on Amazon; in short, brands must invest upfront in driving traffic with most of the payoff happening months after initially launching the product. It has to do with how Amazon’s search engine “A9” works. 

As a platform for listing products, Amazon has structured their search engine to Earn Trust with their shoppers. For that reason, A9 prioritizes products with more established sales history and positive ratings/reviews. Remember 70% of shoppers never leave the 1st page…

Zen’s product offerings are rare & unique and the brands invest in driving awareness online. I know for a fact Prime Members would prefer to get their Murakami drop in 1 day and with the global logistics of Amazon, they can reach more HypeBeasts everywhere.