Founders of Tommy Johns Underwear Tom Patterson and Erin Fujimoto sit down with Americus on Marketing Matters to discuss their approach to the never-ending issue men have always had with the comfort of their underwear. Erin explains that Tommy Johns has focused on positioning themselves to the everyday consumer, speaking to them in a very relatable way. They also focus on the three F’s- fabric, fit and function, and take a comedic approach to the category. After all, it’s underwear.
Their YouTube video titled The Big Adjustment has over 2.7 million views.
With the help of celebrity endorsements and partnerships such as Howard Stern, they have furthered the position of the brand. In addition, they continue to innovate with new fabrics and new categories. They have expanded into destination retail spaces with stores that create a curated experience including a bar serving beer, a 65” television, and personal concierge service.
When it comes to the competition, both Erin and Tom say they are looking ahead, not behind. Of course, they are aware of the positioning of their competitors, but believe that delivering a high quality product to their customers is what they value most.
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