American Clothing dealer Buck Mason: Making tech people a fashion man

When it comes to fashion capital, the first impression in people's minds must be Paris or New York. Silicon Valley seems to have little to do with fashion. Silicon Valley feels like a group of people wearing hooded shirts, khakis and slippers. However, today's Silicon Valley software designers and

When it comes to fashion capital, the first impression in people's minds must be Paris or New York. Silicon Valley seems to have little to do with fashion. Silicon Valley feels like a group of people wearing hooded shirts, khakis and slippers. However, today's Silicon Valley software designers and developers are abandoning the traditional geek outfit and looking for a new fashion face. However, the realization is not an easy task.

Buck Mason is a company that offers menswear design services, headquartered in Venice, California. Sahsa Koehn, co-founder of the company, said: "There are a lot of people who do not know how to dress up to order us, we can match some of their wardrobe, both simple and unconventional." ”

Buck Mason offers a service that makes technology people a fashion-boomers. They offer minimalist Oxford shirts, hoodies, jeans and short-sleeved shirts, all with 4 neutral colors: Black, blue, gray, white, which eliminates the complexity of the customer mix. In addition, the customer orders from the site is also very convenient: in addition to providing a single item, Buck Mason also introduced a clothing "package", each package contains 36 pieces of clothing, the price of 152390 U.S. dollars. Buck Mason is free shipping and the consumer has 5 days of trial wear and can be returned for any dissatisfaction (freight is also borne by Buck Mason).

"I come from Kansas City, often thinking of my old friends. "They are ordinary people and social elites," says Erik Schnakenberg, another co-founder of Buck Mason. However, they rarely talk about fashion, because fashion is not part of their lives. It gives our company an advantage, because Buck Mason sells what they wear. ”

Buck Mason was founded in April 2013. At present, 65% of the customer base are technology people. Schnakenberg said: "People in the technology circle are more willing to buy a lot of things at once, and they are used to receiving goods by courier." Many geeks buy all their groceries on Amazon. "Schnakenberg was the wholesale and retail director of the clothing brand Civilianaire, and Koehn previously created the online art trading platform Socurio. At the start of Buck Mason, the two did not plan to specialize in the tech-circle consumer group, who simply wanted to design a high-quality and practical clothing brand with in-house research and service for men who were less likely to dress.

Koehn said: "After the company began to receive orders, when we analyze these orders to the direction, it is very obvious that the technology circle feedback is the best." After that, we began to focus on the technology circle of the customer community. "The two people have taken a series of marketing measures, such as the introduction of a bonus customer referral project, and received a good result." Schnakenberg believes it is this incentive program that has spread the reputation of Buck Mason's brand to the tech circle. More than that, Buck Mason has other marketing initiatives, such as setting up billboards on Abbot Kinney Boulevard in the heart of the Silicon Valley beach, and branding through HTML code.

Koehn said: "The code will hide 10% discount, only those who understand the code can understand." People spread through Twitter and Instagram, which is a very direct way of interacting with geeks. ”

Schnakenber revealed that Buck Mason's monthly sales growth rate has risen to 500% since the website was online. More convincing, 78% of customers like to buy their package, which includes a variety of clothing items, and 31% of customers are repeat buyers, will choose to buy other styles.

Buck Mason plans to continue to expand the product line and consider adding other clothing products, such as coats and accessories. But no matter how big the company is, two founders want to continue their minimalist style.

"Customers like the idea of unification very much," Koehn said. We keep this neutral hue so that every man can wear the clothes we sell. Consumers can try different outfits and not waste too much time. We highly appreciate the idea that geeks can also be very fashionable, far more important than clothing itself. ”