Making It with Jon Davids: Episode 183 - This Company Makes $200M/year Selling Basic T-Shirts | True Classic

Release Date: April 8, 2025

In Episode 183 of "Making It with Jon Davids," host John Davids delves into the remarkable success story of True Classic, a company that skyrocketed from selling basic T-shirts to generating over $200 million annually. This comprehensive summary captures the essence of the episode, highlighting key strategies, insights, and lessons learned from True Classic's journey.

1. Introduction to True Classic's Success

John Davids sets the stage by introducing Ryan Bartlett, the founder of True Classic, who transformed a simple idea into a multi-million-dollar business within a mere two years.

• John Davids [00:00]: "This company ran Facebook ads for a T shirt, and then they made $100 million, and it barely took two years."

2. The Genesis of True Classic

The story begins in 2019 when Ryan, originally running a profitable marketing agency, decides to venture into selling T-shirts online. Dissatisfied with the existing market offerings—baggy and boxy shirts—he aims to create the perfect T-shirt.

• John Davids [00:40]: "So he comes up with the perfect style. A T shirt that's snug on top and breathable on the bottom."

3. Strategic Marketing and Advertising

True Classic's meteoric rise is largely attributed to their performance marketing prowess. They meticulously crafted their Facebook and Instagram ad campaigns, focusing on fit, confidence, and simplicity, which resonated with a specific target audience.

• John Davids [02:15]: "They can spend a dollar to make $2 or $3 or $4... They've got the numbers locked down."

4. Reinventing the Average Order Value (AOV)

A pivotal strategy employed by True Classic was to increase the Average Order Value through bundling and gamification. By encouraging customers to purchase multiple shirts or add-ons, they ensured profitability from the very first purchase.

• John Davids [08:12]: "Ryan says they're break even on first customer purchase. What that means is the very first time a customer purchases something, they don't make a profit."

5. Scaling Rapid Growth

Within the first year, True Classic achieved $15 million in sales, which exponentially grew to $90 million in the second year and $150 million in the third year. Their ability to retain customers and foster repeat business was crucial to this growth.

• Ryan Bartlett [08:12]: "100 million in two years is only achievable with strong retention and repeat business, which comes with delivering real value to the customer."

6. Financial Strategy and Bootstrapping

True Classic's growth was fueled by a bootstrapped financial model, minimizing reliance on venture capital. Instead, they focused on reinvesting profits from sales to fund marketing and operations.

• John Davids [03:30]: "They did it all without raising a dollar in venture capital. Right? This is really impressive."

7. Customer-Centric Approach

Exceptional customer service played a significant role in building loyalty. True Classic's hassle-free return policy and proactive customer engagement fostered trust and satisfaction.

• John Davids [07:20]: "They said, don't even bother sending it back to us... It's a feel-good way to make sure that I'm getting this product over to somebody else."

8. Creative Advertising and Cost Efficiency

True Classic's investment in high-quality, engaging advertisements reduced their Customer Acquisition Cost (CAC). Their creative ads stood out in crowded social media feeds, making marketing efforts more effective and economical.

• John Davids [07:50]: "Better Creative means lower cost per click, lower cost per customer acquisition."

9. Email Marketing and Customer Retention

Maintaining customer relationships through email marketing was another cornerstone of True Classic's strategy. Regular, targeted communications ensured sustained engagement and repeat purchases.

• John Davids [07:50]: "Email is the number one way to do that."

10. Lessons and Broader Implications

Davids emphasizes that True Classic's success underscores the opportunities in refining simple products. By focusing on incremental improvements and customer experience, businesses can unlock significant growth without reinventing the wheel.

• John Davids [08:50]: "There are so many products that exist today where there's an opportunity to make a simple change in the quality of that product."

Key Takeaways

1. Performance Marketing Mastery: True Classic's ability to optimize advertising spend and maximize returns was fundamental to their rapid growth.
2. Bundling and AOV Optimization: Encouraging larger purchases through strategic bundling ensures profitability and enhances customer value.
3. Customer Retention Over Acquisition: Building strong relationships and ensuring customer satisfaction leads to repeat business, which is more cost-effective than constant acquisition.
4. Bootstrapping and Financial Prudence: Minimizing reliance on external funding allows for greater control and sustainable growth.
5. Creative and Engaging Advertising: Standing out in a saturated market requires innovative and high-quality marketing efforts.
6. Simplicity and Product Excellence: Focusing on perfecting a simple product can lead to market dominance and significant revenue.

Concluding Insights

True Classic's journey from a modest T-shirt venture to a $200 million powerhouse exemplifies how strategic marketing, customer-centric practices, and financial discipline can drive extraordinary business success. Their story serves as an inspiration for entrepreneurs aiming to make a significant impact with seemingly simple products.

For More Insights and Resources:

• John Davids: To learn more about building a successful social media sales channel, check out the playbook mentioned by Ryan Bartlett at johndavids.com.

• Stay Connected: Subscribe to the "Making It with Jon Davids" podcast for more inspiring business stories and strategies.