Betabrand, a niche clothing company, based in San Francisco is using the power of real people to expand its brand. Their fans co-design and crowdfund new styles into existence in a matter of weeks. Their customers are their models and designers and are helping build a brand.
Upload a picture of yourself in the clothes, and it will be featured on their webpage and give you a 20% discount on future purchases.
This past spring, they had the brilliant idea of using brilliant models. Each of the women modeling their spring collection is a PhD candidate or has earned her PhD.
Chris Lindland, the founder of Betabrand says, “Our designers cooked up a collection of smart fashions for spring, so why not display them on the bodies of women with really big brains?”
This is an example of a company experimenting in the social media space to increase sales, profit and profitability!