Standard Issues

I was asked to develop a sock that my company could sell to our customers, who were used to buying our more colorful, “louder” socks, to replace the normal socks currently in their drawers. These socks needed to highlight their technical features, have a touch of the company’s branding, and could be worn by an eight year old to an eighty year old. After surveying our customers, I learned the pain points people had with their everyday socks and what lengths they enjoyed.

Our customer’s wanted -

• Black and White were, by far, the most popular colors for socks

• Crew, “Mid” and Ankle-length socks were the most favorite and allowed these socks to be worn for any situation

• Toe closure can be too thick and irritating

• Socks tend to slip off the foot or down the leg

• Additional sizes to satisfy customers with feet larger and smaller than our standard sizes

After four weeks working with our supplier overseas, I had developed a range of new products and sizes that fulfilled our customers’ needs while producing a unique line of black and white socks.

The addition of this product line to our e-commerce site led to $3,800,000+ in revenue over the first year, which was a 1200% increase from the year before.