How to exist without advertising

Every two weeks, Sara and I have decided to offer you articles about our daily lives as entrepreneurs. Articles where, in the end, we can reflect, progress together, and above all, communicate. We continue with one of the common issues for many brands: advertising.

Communicate: the keyword

We've never really done much storytelling since we started. As you know, we're not marketing experts, and more importantly, since we attended a lot of trade shows, we could meet in person. You could put faces to a voice, a brand. But unfortunately, things have really changed in a year.

In the previous post, we talked about reinventing ourselves. That's what we're trying to do, but in this world ruled by likes, it's hard to exist.

Aggressive marketing?

If there's one thing that bothers me (to stay polite), it's the aggressive marketing of other brands. Which often translates to "I created this because what was available was ugly and old-fashioned." To be very honest, that annoyed me a lot. Because in the organic market, and particularly in lingerie, we are dinosaurs. So, since 2004, we've seen the market evolve.

It's true that we had to create the organic lingerie market ourselves. To put it simply, in 2004 there were no French brands offering organic lingerie. Only German ones (who are still there). Today, new brands are emerging, which is great because it means there's real demand and the customer base is wide and varied.

How to make ourselves even better known?

The answer is simple: by investing in advertising. This year, in 2021, we thought about what would be best for us to continue growing and reaching more people. Obviously, advertising came to mind.

So, we're not going to say like all brands, "we don't have the budget." Because everyone has a budget; it's part of the consumer's selling price. Indeed, we calculate it into the price, and that's totally normal. But is it fair? Is it up to the consumer to pay more for a product because we're going to advertise it? That's the topic of our year.

Increase prices to advertise and become better known, or maintain prices and work on our SEO, the new website (coming soon), our packaging. To date, we have chosen the second option. Because recommendations work very well. Sponsorship. Loyalty points... But will that be enough?

Next week, we'll detail the price of our menstrual brief (as it's our latest product), so you can see what the product you buy costs. We did it back then with a baby bodysuit. But now that transparency is being discussed more and more, we will try to be as transparent as possible!

Are you interested in this type of article, or would you prefer more in-depth content on ethical fashion? Feel free to share your feedback!