Emma Mcilroy is a former Nike executive and self-proclaimed “tomboy.” She would shop in the men’s section at clothing stores, but the clothes never fit right.
Mcilroy, along with another former Nike employee Julia Parsely, wanted to solve this problem for all the other tomboys out there. That’s when Wildfang, “where badass women call home,” was born.
The Launch
Wildfang launched with a video and manifesto that Mcilroy described as “dripping with brand voice.” The part that made Wildfang’s launch unique? There were no products involved. Wildfang used the launch to share its brand voice and mission with consumers.
Connecting with its customers is what makes Wildfang successful. The brand lets customers “take the lead,” according to Mcilroy.
“Take your customers’ values and wear them on your sleeve,” she explains.
Online to Offline
Wildfang began as an e-commerce website, and now has opened two brick-and-mortar stores in Portland, Ore. However, these aren’t just regular storefronts — they’re all about engagement and creating community. The stores are equipped with a bar, swings and a carving wall created to bring back childhood memories of carving trees.
Mcilroy explains that not every person that walks through the door a Wildfang store is ready to make a purchase, so the experience is what the company is selling. The in-store staff is trained to offer people the chance to carve the wall or enjoy a beer.
“Put the customers’ needs first,” Mcilroy says. “If you do it correctly, it should deliver on a business need as well.”
Wildfang plans to expand its brick-and-mortar presence to Los Angeles in the future.
Driven by Content Marketing
Wildfang has almost 72,000 Instagram followers, and is loved by celebs like Ellen Page and Evan Rachel Wood.
Mcilroy shared the details of a campaign the brand did for International Women’s Day called “The F Word.” Wildfang created a photo series of people who self-identify as feminists. Mcilroy wanted to get photos of people who would spark discussion in the news and social media.
Wildfang also sold a T-shirt to go along with the campaign. That T-shirt is the company’s best-selling product ever. The shirt was even worn by Janelle Monae on stage at Coachella.
https://www.instagram.com/p/BESxU34jfvC/?taken-by=actuallygrimes
Mcilroy said the International Women’s Day campaign was so successful because Widfang was brave, took a point of view and knew exactly what consumers wanted. Wildfang constantly obsesses about “What is she thinking at this moment in time?”
Mcilroy had three final pieces of advice for retailers:
- Know who you and your customers are, and who you and your customers are not.
- Be fearless.
- Care more.
Mcilroy says that really special things happen when you care more and sincerely deliver on your brand’s promise.