eCommerce success: the story of Blue Banana
Laia Ordoñez
15/09/2020
-
How can two boys, almost teenagers, become owners of one of the brands of the moment? This is the story of Blue Banana.
-
-
Every once in a while, we love doing some eCommerce case studies that are working particularly well and that somehow have something inspiring to us.This has led us to tell you the story of Blue Banana. Lifestyle how they smash it on Instagram and a quality product that is charismatic, in addition to much, but much noise.
-
The story of Blue Banana
-
There are projects that are born absolutely linked to the entrepreneurs who carry them out, in an almost personal way. This is undoubtedly the case of Blue Banana.The two guys (because that is what they are) behind this eCommerce are childhood friends. During a trip to Europe, and at only 18 years old, they decided they wanted to start a brand. Taking into account that they were about to start studying business administration and management, what better than their own in which to apply what they were going to learn?They did so during the beginning of their studies, without stopping studying or having their own lives. It was not the time to focus 100% on the business
-
INSIGHT: Those of us who have the entrepreneurial gene need to have a side project or alternative project to our job or training. Sometimes, this type of project ends up emerging and becomes a main source of income.
-
-
People behind the brand
-
As we say, this is one of those projects that we can call personal. Nacho Rivera and Juan Fernández-Estrada are not fashion experts, but they wanted to create something that represented them, that spoke of them and their way of understanding the world and life.Blue Banana is something so unique that even the logo comes from a tattoo that both of them made during that trip that turned out to be the beginning in many ways. The characteristic X that appears embroidered on the garments was previously engraved on their own skin.
-
INSIGHT: This is not always the best strategy or starting point, since it depends on the business and niche; But when it is based on oneself, we know exactly what we want to project and how to do it. We become another strategic resource of the company, and that is an interesting approach to say the least.
-
Lifestyle
-
If we put together the two things that we have talked about –project emerged in an experiential way and focused in a personal way–, the logical thing is that all this leads us to an eCommerce with a lot of lifestyle.Not surprisingly, Instagram is your sales and communication network par excellence. They are the first to admit that they are not fashion experts, but they do not care either: they do not want to sell clothes but an experience or, rather, a package for that dynamic, youthful, adventurous experience ... with many touches of travel, urban sports and fresh air.
-
INSIGHT: Within the fashion eCommerce niche, lifestyle is one of the most effective sales drivers, because it stimulates the aspirational aspect. Younger people, like Millennials and Centennials, are also particularly reactive to this.
-
-
Business model
-
Another thing that they have done extraordinarily well is not to go crazy when they see that they began to sell and show off their common sense, something that not everyone who enters the venture can do.Initially, they made 300 sweatshirts practically to the taste of the consumer. They allowed the fabric, color and a few more details to be chosen. These products were sold directly to their closest circles and they distributed them themselves.Obviously, and seeing the welcome that their sweatshirts had, they realized that they had to look for a more scalable way to grow, so they gave up ultra customization and created standard collections.What did not change is that they continued to reinvest what they generated in restocking: they did not want to run when they were starting out.
-
INSIGHT: ECommerce has many advantages, such as the relative simplicity with which the business can be internationalized. And if we add to that the temptation to switch to retail too soon, we can die of success. At Blue Banana they are not in a hurry, they are setting their times and they are doing great.
-
Blue Banana eCommerce
-
Functionally, it is not that it is excessively disruptive. Everything works fine and in a standard way, which makes for a good user experience. The online store has a correct usability, and obviously works perfectly on any device.
-
-
Design is not the strongest point of the page, nor does it have to be. Remember that we said you they have created a brand that is what we could call an influencer in itself, so through the images and the tone it uses it is possible to extend the Instagram experience, where they have a large number of followers (over 218,000 ).
-
INSIGHT: It is not as easy as it seems to be able to capitalize on a large social media presence. Blue Banana has done something amazing because it has adapted its message to the network instead of the other way around.Its content is impressive and it seems that of some profile specialized in travel. They do not sell their product, it is just there as part of the experience, and anyone can resist.
-
What have you learned from the story of Blue Banana? Of all these insights, which ones do you prefer for your business?
-
Images | Unsplash, Blue Banana.