How does a brand cut through the noise on days like Black Friday or Cyber Monday?
Five Four’s cofounders Andres Izquieta and Dee Murthy found that creating their own branded holiday, titled Five Four Day, was the way to go.
“When you look at the calendar year, there are so many days you have to compete with other brands and retailers to talk to the customer,” said Murthy. “Normally our customer is getting bombarded with so many things, but Five Four Day gives us the opportunity to shine a light on our brand and our business in a way that’s so hard to do on Black Friday or during the back-to-school period. We have found that there is a great opportunity to talk to our customers during off times.”
Five Four Day, which will take place throughout May 4, will also mark the 15-year anniversary of the company, which started as a wholesale brand with retail stores before pivoting to a membership-based e-commerce site.
Last year was the first time Murthy and Izquieta implemented the holiday, which turned out to be their biggest day of the year for sales and customer acquisition — it exceeded the business they did on Black Friday or Cyber Monday.
They engaged this customer with hourly sales, discounted membership rates and new product drops. But Izquieta said what really drew the customer in was their content. They used Snapchat to bring consumers inside of their offices and give them the opportunity to ask questions about the business and offer discount codes. They also conducted interviews with celebrities and influencers.
“The content is the nucleus,” said Izquieta.
“The coolest thing about it was customers were genuinely curious about the creative design process and that got them excited,” said Murthy. “We know that great product at a great price always works, but it’s also about creating that excitement.”
This year they will be streaming on Facebook Live for six hours straight and allow customers to get behind-the-scenes access and ask questions. The deals, which will be offered across all three of its brands — Five Four, New Republic, their footwear line designed by Mark McNairy, and Grand Athletic Club, their activewear assortment — will include jeans starting at $20, ties and T-shirts starting at $5.40 and chukka boots going for $29.99.
“For a lot of guys, fashion is intimidating, but lower prices eliminate the intimidation factor and then we can engage them,” said Murthy.
Along with delivering content via e-mail and other social media platforms, Five Four has invested in Facebook and television advertising for the day.
Five Four has gained a strong following with its collaborations — it has partnered with NBA player Chris Paul, Robert Geller and Poggy from United Arrows — and one-stop shopping platform. They plan on launching accessories and grooming brands down the line.
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