Ep. 5: How Tony’s Denim Fixed the “Gap” in the Women’s Denim Market Feat. Patti Olivia from Tony’s Denim
Prefer to listen to this episode on another platform? Listen to Behind the Label on Spotify | Apple Podcasts
Summary of the Episode:
In this episode of Behind the Label, Patti Olivia shares about her struggle to find jeans that fit well, which led her to launch Tony’s Denim: a denim brand dedicated to creating gap-proof jeans.
Patti touches on her inspiration behind her adjustable jeans, overcoming marketing challenges through manufacturing setbacks, and how social media, especially TikTok, played a pivotal role in growing her brand.
When it comes to the marketing side of business, she emphasizes the importance of understanding your target audience, personalizing your approach, and being patient and consistent.
Actionable Tips You’ll Walk Away With:
How to better utilize TikTok in your marketing
How to hone in on your target audience
How to use your competitors as a source of inspiration and fuel for differentiating your products even further
Timestamps:
00:11 The Origin of Tony's Denim
01:03 Starting a Business with a Problem to Solve in Mind First
05:26 Social Media and Ads
06:50 What Type of Content Works on TikTok
10:13 The Process of Learning What Worked and Didn’t Work
13:36 Finding Their Unique Selling Point Through Research
16:26 Why They Changed the Way They Presented Their Product
18:49 Looking at Competitors as a Way to Solidify Their USP
21:57 Pre-Launching During a Manufacturing Delay
24:49 Patti’s Advice on What to Do First in Your Marketing
26:43 Why Your Target Audience Needs to Be Specific Over Broad
29:49 Tony's Denim - Socials and Website
Connect with Patti and Tony’s Denim:
Visit their website
Follow them on Instagram
Connect with them on TikTok
Connect with Lindsay and LC Creative:
Let's be Insta friends
If you're more of a TikTok fan, connect with us there
For More Resources:
Join our newsletter, where you'll learn how to improve your marketing strategy in bite-size, weekly lessons
Download my absolute favorite content planning template
Need 1-on-1 support? Let's connect!
Related Episodes:
More About the Behind the Label Podcast:
After years of listening to podcasts targeted toward service businesses, we noticed there weren’t many shows helping brands that sell physical products like jewelry, home goods, clothing, and more.
And while some marketing advice is used universally, there are differences between marketing a product vs a service.
Which is why we made a podcast dedicated to helping product-based brands with their marketing based on real-world experiences.
We talk about things like:
Creating a marketing strategy that works for you
Honing in on your ideal customer profile
Email, social media, and website best practices
And so much more
You’ll learn straight from other successful product-based business owners and industry experts.
And at the end of each episode, you’ll walk away with actionable tips to revolutionize your marketing and cultivate a community of brand-loyal customers.