This summer I was in E-commerce intern at Bandier in New York City. Bandier is a high-end athletic brand targeting trendy teens and young moms looking to feel young. It is a small business currently expanding with the help of social media. For example, Bandier utilizes their Instagram account to market new products, whether that be subway-print leggings or a python top. However they also use their workout studio above their retail location on 5th Ave and 21st, to invite people into the store, and take workout classes with best trainers around NYC.
Amanda Kloots is one of the many famous trainers that partakes in teaching at Bandier’s studio. Ex rocket for Radio City Musical, Kloots has become a famous figure on social media, encouraging a wide variety of people to come in and take her class at Bandier. With this, foot traffic has increased immensely, drawing customers into the store to view the latest products while they make their way to the studio. Additionally, Kloot’s reputation throughout New York City and the rest of the world has taken off. She goes from Bandier’s workout studio where she teaches a dance and jumprope class, to fashion blogger’s home, Something Navy, to show the latest workout techniques on the Today Show. Along the way, Kloots documents her experience, enabling her followers to see what she is wearing and stay involved in the most effective exercise moves!
Although the process of marketing has become increasingly digitized in the past decade, Bandier has figured out a way to incorporate a balance of utilizing their retail location, while establishing their social media database. Bandier was strategic in the sense that they went beyond simply marketing clothing products. They incorporated a way to make their customers unite as one. Forty to fifty women come together on Tuesdays and Thursdays to partake in Amanda‘s class to let loose while getting in shape. They dance and sing and participate with Amanda in her fun and creative way to exercise, making people feel good and boosting Bandier’s reputation.
For those customers who are not based in New York City, Bandier and Kloots use Instagram and social media to reach a variety of followers. Countless people from all over Europe have specifically reached out to Bandier, expressing their desire to see more videos of Amanda and tips to stay in shape. This helped grow Bandier’s brand across the entire world.
The overall message to consider in regards to growing a small business, is that customers want a way to connect with the brand beyond the basic form of marketing. It is important to give customers a reason to stay tuned with the company’s latest trends and continue to be a loyal follower. Therefore, I took away a valuable marketing lesson from Bandier, one I will keep in mind in my future career!