Madhappy.com started online in 2017 with four founders selling streetwear – hoodies, crewnecks, sweatpants and jackets.
Within two years: has the financial backing of premium brand LVMH Moët Hennessy Louis Vuitton with a $1.8 million investment.
The four founders, Noah Raf, Mason Spector, Peiman Raf and Josh Sitt, friends from high school, have a valuable story of how to grow faster.
Madhappy.com’s purpose and differentiation – is the attention and support for those with mental health issues – their name – Mad and Happy speaks to this health condition and about optimism – there is a positive future.
They compete in the ultra-competitive Streetwear category. As a new brand, Madhappy had a lot of noise to cut through.
When a brand stands for something from the start, they stand out.
How it starts – Marketing,
Attention: significant daily organic posting (not paid) on social media platforms to build a community around the brand.
- gifting the homeless in L.A. some of their products,
- documenting the production process.
- 2017 posting 20-30 organic social media posts daily (a lot in 2017).
- photos and videos were raw – unedited – built a small cult following.
- pop-up retail sites served as an opportunity for further community building.
What happens today?
Fear of Missing Out – when new clothing styles, colours, and models drop into the market – they sell out in seconds.
Subscribe to the Madhappy.com SMS list,
Click the link in the SMS the second you receive the text,
Madhappy.com drops new styles about once a week – when sold out – you will never see them again – you are shopping and buying a moment in time.
Why should you only buy from Madhappy.com rather than any of its competitors?
1) Madhnappy is not cheap,
2) It’s a club – not an invitation-only – it is a first-come, first-serve, club
3) Each week Madhappy.com reinvents its style, but never its product ranges – hoodies, T-shirts, shorts, surfboards, and pants.
Now the most valuable asset in the world today is attention.
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They get more attention first
Next More engagement
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If you have read this far, thank you for your attention.
It means a lot. I hope this helped you even a little bit in better making sense of this topic. If so, please, share it with a friend who might also benefit from it.
Thanks for reading,
David
