Case: So Chello vs Designer Brands
The battle of designer brands: David versus Goliath
Let's not kid ourselves — we all love and admire designer brands.
The likes of Gucci, Prada, Fendi, Givenchy, Louis Vuitton, Tom Ford, Supreme... all unique and exciting in their own way.
You're probably a fan of these brands for your own good reasons, such as their quality, style, exclusivity, story, or an appeal to luxury. If you're a fan of high-quality, luxury products, you're probably opting to go with a brand like Louis Vuitton, but if you're someone who appreciates exclusivity, Supreme might be one of your choices. Either way, these brands certainly have a way of setting trends, producing amazing items, and generating a cult-like following.
We're also fans of big-name designer brands here at So Chello, but for a different reason. We see them as competitors, and we welcome the challenge. We are motivated by stories of these designer brands, and we are certainly looking to leave our mark on the battlefield as well, just like they did.
So Chello is an underdog, but we're not running, we're facing the opponent head-on.
We're David versus Goliath.
Anyway, here's how we compare to some of the biggest designer name brands out there.
The So Chello Angle
Luxury was always one of the biggest selling points of a designer brand.
That's all nice and gucci (excuse the pun), but you have to wonder — if everyone is luxurious, nobody really is. The issue with appealing to luxury is that it usually comes down to money and resources.
When we consider something to be a luxury, it also turns out to be very expensive. That's totally okay until you realize that every single designer brand is now expensive and "luxurious". This leads to the conclusion that designer brands need to be expensive by default just to be considered as such... and that's just not right, don't you think so?
We believe that price doesn't matter, and what does is the appeal to a specific type of audience with a story of your own, and that’s exactly who our customers are.
Building a billion-dollar brand is great, Gucci's revenue circles around $7.1 billion each year, and that's cool. But how can these brands claim that they set trends for "the select few" if all of them are bringing in billions in sales each year? Instead of focusing on the price and "luxury", we believe that designer brands should be telling a story, appealing to a specific kind of audience, mainstream or not.
That's the So Chello angle — we want to be remembered for our unique style, not sky-high prices.
So Chello is about a passionate love for life and everything it offers. A style that represents excitement, inspiration, motivation, pride, confidence, and everything else that's required to live a fulfilling life. We are big fans of living life at 100%, free of fear, anxiety, and shame. Take a deep breath, relax, put on your shirt, express yourself fully, and consume all of the blessings this life has to offer.
Perceive your life from a different angle with So Chello eyes, and inspire others to do so as well.
That's what we stand for, and we believe we have a pretty decent chance against the big fellas of the fashion industry.
David versus Goliath
Who is going to win?
We're big fans of the David versus Goliath story, the small guy standing up and fighting against the big one, defeating him. An underdog coming up against the champion.
It happens all the time, so why would the fashion industry be any different? Strong motivation and passionate drive will be our leading weapon in this encounter. It's not really all about winning though, and we'd love to continue battle-dancing with Goliath's for years to come.
So Chello embraces the challenge and cherishes every small victory. Each new person that chooses to embody our style and wear our clothes represents a small victory against the big guys.
To us, this isn't about becoming a billion-dollar brand, it's about the friends we make along the way. We are the counterculture, combating huge "luxury" brands with nothing but our unique philosophy of life. We want to lead, motivate, and inspire a whole new generation of individuals who are ready to conquer life.
Designer brands — no matter how large you seem to be, our passionate resolve will not back down before you. We are coming with a community that shares our beliefs, motivations, passions and all that it takes to conquer the world and bring about a positive change. We're destined to live life at the highest level, pushing through boundaries and personal challenges, and with our eyes looking sharp... we are ready.
So, bring it on, Louis Vuitton!
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