Pompeii is a revolution. The digital business model that drives a change.
Pompeii Brand is a year old company that sells coolness and exclusiveness in a sneaker. They were born as a Start-Up with a low budget, as a common new business headed by young entrepreneur guys, but it has reached such a success in the online market beacuse of the impact they made. People have included the brand into their life style.
At first, the company invested the money they had to produce the product itself. Since the beginning, they gave the quality all the importance to build a trustable brand, so they, with their financial limitations, get to produce 349 pairs of sneakers. Nevertheless, this obstacle turned into a brand philosophy: Pompeii would only produce this number of sneakers of each model from now on.
They had the concept, the good taste on fashion and a quite an exclusive product, but they had to make that profitable. Social Media became the appropriate way of doing it.
Pompeii opened their own Instagram and Facebook official pages. Here they upload pictures of the product (well-made casual shoes for both men and women with trendy taste) and also pictures where they show perfectly the vibes they want us to perceive: cool scenarios, groups of young people defending that “Chaos is our legacy” and the exclusiveness that a limited number per edition gives you.
They have hyped and introduced themselves into the digital market very quickly. It has been well-received by a wide public, even achieving to be the brand that trendy instagramers and influencer have chosen.
Pompeii also uses their social networking platforms to eventually offer discounts or free shipping services on their products.
In order to remark that concept of exclusiveness that says “get a pair now or you will miss it”, they recently they have begun to promote a pre-order time, and they also have incorporated a new communication digital channel: Snapchat. This social platform is specifically made for spreading short visual messages that you only can visualize for a few seconds, so they use it to announce their newest collections before putting them in any other channel, as a way of building a loyal relationship with the users.
They also own a Twitter account, but they do not use it as much because they realised that is more useful using pictures and visual elements to broadcast their brand. “An image is worth a thousand words”.
Those social network platforms, redirect the potential customers to their web site, where customers only have to choose model, colour and size to get a pair. Intuitive, simple and a good client attention service.
The owners of the brand will not resign themselves with the success they reached in this time, so their idea is to continue growing. I personally love the concept they have built, and I I think that they have made such good decisions by choosing those digital channels. As an opinion, I strongly believe that Youtube would work for them as a channel to capture new national and international clients. For now, they have opened their parameters to the international business with a strategy based on direct marketing: customized emails with a great advantage for the client, who only has to make 10 friends of him buy a pair with a 20% off to get a free pair for himself.
In conclusion, such a model of revolution.