Robert Capener is banking on a new formula to “win” hardcore skate fans.
The president of Supra and KR3W, which falls under the E-Land Group owned K-Swiss Global Brands division, said Monday at the FN Summit that to dominate in the hotly competitive category, he instructed his team to be “maniacal about focusing on the consumer” and “developing the right product” for them.
Capener said the key to reaching them is through compelling storytelling. He predicted that 30 percent of the brand’s revenues is driven by social media channels — Supra has roughly 3 million Facebook followers and 700,000 followers on Instagram.
To that end, Supra posts new videos of skaters and their gritty surroundings every day.
“We are a content generating machine,” he said. “We have to connect with consumers every day. Tell stories and make it cool. We want to invite more people to the party.”
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To popularize the brand, the executive, who founded the Above the Rim label and also worked at Reebok, said the brand follows a well-defined blueprint of “social hammers.”
Here’s a look at his seven keys for success:
Content is king.
Aim for frictionless commerce.
Test, learn and optimize.
Empower your brand advocates.
Create unique value for the consumer.
Omnichannel and focus on reducing your clicks to ship.
Rely on data driven marketing.