Becoming NEXTonSCENE™: How To Bring A Product To Market Successfully
Release Date: October 10, 2024
Introduction
In the latest episode of Becoming NEXTonSCENE™, host Jackie Zuck delves into the intricate process of bringing a product to market successfully. With her guest, Jennifer Casara, founder of Good Robe & Co. and Genesis Consultants, Jackie explores the multifaceted journey of product development, market positioning, and brand differentiation. This detailed summary encapsulates the key discussions, insights, and expert advice shared during the episode.
Guest Introduction: Jennifer Casara
Jennifer Casara brings over 30 years of experience in the fashion industry to the table. As the owner and founder of Good Robe & Co., she has navigated every aspect of the business—from product development and buying to wholesale and brand management. Her extensive background provides her with a "360-degree view of the entire landscape," a unique advantage she leverages in her consulting endeavors.
Genesis Consulting and Good Robe & Co.
Jennifer discusses the evolution from Good Robe & Co. to Genesis Consulting. “When I created Good Robe, I saw a void in the market for the particular clothing that I created,” she explains (03:04). This realization not only fueled her entrepreneurial spirit but also highlighted the gaps that many businesses face when trying to enter the market. Genesis Consulting was born out of the increasing demand for hands-on guidance in product development and market strategy.
Key Points:
- Hands-On Expertise: Unlike traditional consultants, Jennifer offers practical assistance, either executing tasks herself or training clients to do so.
- Fractional Services: She provides her expertise on a flexible basis, making her services accessible to startups and smaller companies with limited budgets.
Bringing a Product to Market
Jennifer elaborates on the comprehensive steps required to successfully launch a product, emphasizing the importance of market research, brand definition, and emotional connection with the target audience.
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Market Research (09:20):
- Conduct thorough research to understand existing brands, pricing strategies, and consumer expectations.
- Example: Jennifer aimed for a higher quality at a $78 to $98 price point after analyzing competitors like Zara and Ann Taylor Loft.
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Defining the Brand and Vibe (13:18):
- Establish a clear brand identity that resonates with your target market.
- “How you show up is how you show up,” Jennifer asserts (28:33), highlighting the importance of consistency in brand presentation.
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Pricing and Manufacturing (09:20):
- Determine pricing based on market research and manufacturing costs.
- Select appropriate fabrics and materials that align with the brand’s quality and price point.
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Packaging and Storytelling (13:18):
- Design packaging that reflects the brand’s mission and appeals to the customer’s emotions.
- Incorporate elements like biodegradable materials for sustainable brands or luxurious packaging for high-end products.
Notable Quote:
“You should not join the conversation unless you have something original to say.” – Jennifer Casara (08:18)
Advice for Small Businesses
Jennifer offers actionable advice for startups looking to bring their products to market:
- Start with a Clear Vision: Define what problem your product solves beyond its basic functionality.
- Emotional Connection: Tap into the emotions of your target audience to create a deeper bond with your brand.
- Flexibility and Adaptation: Understand the market demands and be willing to adjust your strategies accordingly.
Notable Quote:
“It's all about buying these mix and matching pieces well for somebody else.” – Jennifer Casara (08:18)
Fashion Trends Discussion
The episode also features an engaging conversation on current fashion trends:
- Evergreen vs. Trending: Jennifer emphasizes the value of timeless pieces over fleeting trends. “I didn't feel any endless trends because it's like evergreen items,” she notes (21:01).
- Critique of Current Trends: She expresses her opinions on popular but, in her view, impractical trends like oversized sweatpants and barrel jeans, advocating for styles that offer both functionality and aesthetic appeal.
- Personal Style: Jennifer shares her personal favorites, such as pointy-toed kitten heels and tailored cargo pants, illustrating how trend incorporation can align with personal brand aesthetics.
Notable Quote:
“How you show up for yourself is how you show up.” – Jennifer Casara (28:33)
Conclusion
The episode concludes with Jennifer sharing her contact information and encouraging listeners to reach out through various social media platforms for consulting services. Jackie Zuck wraps up by reiterating the invaluable insights shared by Jennifer, emphasizing the importance of originality, emotional connection, and strategic planning in successfully bringing a product to market.
Final Notable Quote:
“I'm shocked that it was even a trend. Like, where have I been?” – Jennifer Casara (29:43)
Connecting with Jennifer Casara
- Instagram: Genesis J (instead of Genesis G)
- Website: goodrobeandco.com
- Social Media: Accessible across Instagram, Facebook, TikTok under Good Robe and Company.
Jennifer's comprehensive approach to product development and market strategy serves as a valuable blueprint for entrepreneurs aiming to make a significant impact in their respective industries.
This summary provides an in-depth look into the essential elements of product launch strategies discussed in the episode. For a more nuanced understanding and additional insights, listening to the full episode is highly recommended.