If ever there was a great example of how to get repeat business it’s Australia’s Ksubi. Their staple product …jeans …with holes, have great potential for repeat sales. Holes in jeans, not a new idea sure, however these holes are riskier than you’d expect from wherever you buy jeans for less than $400.
Intentional or not, this is a great way to generate repeat business, at a ‘faster rate than usual for jeans’. They’re effectively lessening the product life cycle.
You can try to lessen the impact of the hole problem by patching etc (some of the holes are in rather awkward places). But really the easy answer is to buy another pair, with small holes again. At $400 a pair they’re expensive holes. When you buy a pair there’s a sticker attached which reads something like: Most of our jeans have holes, and they mostly will get bigger, in fact we guarantee it, love our holes!
You might be wondering why folk wouldn’t go for another brand. It’s because these jeans are seriously comfy, get better with age, and pretty much make their way around your pins 365 days of the year.
Holes in addictive jeans! Great repeat business concept. I wonder if it’s intentional?
Other interesting facts:
- Ksubi were formerly named Tsubi, before they were challenged on trademark infringement by US shoe label Tsubo which resulted in Ksubi doing this to vent.
- If you want to see the loosest website ever, check out Ksubi’s. No real conventions followed there.
- These would be the guys mainly responsible for the return of the stovepipe…
