The Sozy Approach to Sourcing Clothing
Sozy has developed a business process to ensure all of the products it sells meet its ethical standards. “All our products are made in the USA, specifically in Los Angeles. We personally visit each manufacturer's facility to verify the working conditions, morale, and standards. All of our manufacturers hold their certifications. We are also B Corporation Certified and have passed through their rigorous verification process,” Marquis Matson, Sozy VP of Community, told Startup Savant in an interview.
A Certified B Corporation is a business that formerly balances profit and social goals. The Sozy approach is to donate 10% of profits to support RAINN (Rape, Abuse & Incest National Network).
According to Corporate Knights, outdoor clothing company Patagonia and noted ice cream maker Ben & Jerry's are organized as B corporations. Patagonia donates 1% of its net profits to a nonprofit organization. Furthermore, the company has donated $116 million in cash and other forms of support since 1985.
Growing the Business During the Pandemic
Launched in October 2019, the company faced a daunting business challenge during the pandemic. “Our most popular product in 2020 was the Kendall Crop Top, while the most popular product in 2021 so far has been the Camila Midi Skirt,” said Matson.
Business growth has continued steadily over the past few months. “A year-over-year (October 2019 vs. October 2020), we were up 762% in revenue. Furthermore, March 2021 revenue was up 200% compared to October 2020, so we are growing fairly quickly,” she added.
Learning How Clothing Customers Buy
The growing business has already learned key lessons about how consumers buy clothing.
“The one thing we had noticed is that people buy fashion 2-3 months out from the season they plan on wearing it. We were surprised by how much consumers buy ahead of time essentially for the ‘feeling’ they want to have in the upcoming season of the year,” said Matson.
The business is also seeing a notable amount of repeat purchases. “On average, about 20% of our customers repeat purchases, with 80% of those repeat purchases happening within 30 days of their initial order.”
The Surprising Interests That Unite Sozy Buyers
Sozy has observed a few patterns in their customer base as they grow. “Our top states are California, New York, Texas, Colorado, Florida. Our key demographics are women between the ages of 25-45,” Matson added during the interview. Beyond location and age, Sozy customers share an interest in active hobbies. “Some surprising interests of our audience are actually women who fish, hunt, do CrossFit, weight lift, bodybuilding, yoga, or rock climb. So our customers are very active and outdoor enthusiasts, which fits well with our comfortable and casual clothing.”
About the Author
Bruce Harpham is an author and marketing consultant based in Canada. His first book "Project Managers At Work" shared real-world success lessons from NASA, Google, and other organizations. His articles have been published in CIO.com, InfoWorld, Canadian Business, and other organizations. Visit BruceHarpham.com for articles, interviews with tech leaders, and updates on future books.