Betabrand

Betabrand is an online women’s clothing company based in San Francisco's Mission district, known for Dress Pant Yoga Pants and other activewear for work and travel.[1][2]

Betabrand
IndustryFashion
Founded2010
FounderChris Lindland
Headquarters
San Francisco
,
United States
ProductsDress Pant Yoga Pants, Yoga Denim, Work & Travel Apparel
Websitewww.betabrand.com

Betabrand customers participate in the design process by voting on new apparel concepts and providing feedback, helping the company rapidly bring new products to market.[3] Products are launched in weekly live shows, where designers field questions from fans in an interactive, chat-based experience.[4]


History

The company began as Cordarounds in 2005, designing corduroy pants with wales aligned horizontally instead of vertically.[5] After years of expanding its product offerings — these included Bike-To-Work Commuter Pants and Black Sheep Sweaters, made from the wool of actual black sheep — the company was renamed Betabrand in 2010.[6][7][8]

The goal was to build a brand that behaves like a social network, where consumers interact with Betabrand designers as well as one another to inform and accelerate the design process.[9][10][11] The company has since released more than 1,000 products, including collaborations with brands and celebrities like Timberland, The North Face, Vivo Barefoot, Margaret Cho, Bill Murray, and DJ Chris Holmes.[12][13][14][15][16][17]

Betabrand officially launched its women’s line in 2013 with a Dress Pant Yoga Pants campaign featuring only models with PhDs.[18][19] Subsequent marketing efforts have aimed to reinforce the brand’s digital identity. Notable examples include the Mark Zuckerberg-inspired Executive Hoodie, released ahead of Facebook's IPO, as well as Silicon Valley Fashion Week? and Podcast Theatre.[20][21][22][23][24] In September 2013, the brand opened up a crowdsourced system, incorporating both in-house ideas and ideas sent by third-part designers.[25]

In April 2020, during the COVID-19 lockdown, Betabrand hosted a "Work From Home Fashion Show" and social shopping event on its website.[26]

Retail Store

Betabrand has a single brick-and-mortar store, located at its headquarters at 780 Valencia Street in San Francisco's Mission District. The store opened in May 2013.[27]

gollark: Well, if you think that's actually the problem, I suppose I can adjust the program.
gollark: I assumed it was a small enough effect that it wasn't worth doing much about.
gollark: It takes the entity's existing position then adds their velocity multiplied by expected laser time.
gollark: The location to fire the laser at.
gollark: s is displacement and v is velocity.

References
  1. Hallett, Vicky (2013-12-31). "Workout Wear Friday". The Washington Post.
  2. Stone, Madeline. "These Comfy Work Clothes Are The Latest Thing In Startup Fashion". Business Insider. Retrieved 2020-03-05.
  3. Binkley, Christina (2016-04-27). "Crowdsourcing Opens Up Fashion Brands". Wall Street Journal. ISSN 0099-9660. Retrieved 2020-03-05.
  4. "Betabrand begins livestreaming product drops". Mobile Marketer. Retrieved 2020-03-05.
  5. Krantz, Michael (2005-02-13). "Sideways: Now It's a Corduroy". The New York Times. ISSN 0362-4331. Retrieved 2020-03-05.
  6. Leckart, Steven (2009-06-26). "Review: Cordarounds Bike-to-Work Pants". Wired. ISSN 1059-1028. Retrieved 2020-03-05.
  7. Wallace, Amy (2010-10-30). "Whimsy (and Clothes) for Sale". The New York Times. ISSN 0362-4331. Retrieved 2020-03-05.
  8. Smith, Matt. "Chris Lindland uses memes to sell pants". SF Weekly. Retrieved 2020-03-05.
  9. Schulte, Erin (2011-09-20). "Betabrand's Chris Lindland Inspires Fans To Experience–Not Just Wear–Fashion". Fast Company. Retrieved 2020-03-05.
  10. Lowensohn, Josh (2014-02-20). "Sink or sew: how Betabrand turns crazy ideas into real clothing". The Verge. Retrieved 2020-03-05.
  11. Rabimov, Stephan. "Betabrand: Who's Calling the Shots On Fashion?". Forbes. Retrieved 2020-03-05.
  12. Binkley, Christina (2016-04-27). "Crowdsourcing Opens Up Fashion Brands". Wall Street Journal. ISSN 0099-9660. Retrieved 2020-03-05.
  13. Rabimov, Stephan. "Betabrand: Who's Calling the Shots On Fashion?". Forbes. Retrieved 2020-03-05.
  14. "These Minimalist Weather-Resistant Boots Might Be the Perfect Fall Footwear". Inverse. Retrieved 2020-03-05.
  15. Friedman, Vanessa (2015-02-10). "The Olsen Twins, Victoria Beckham, Margaret Cho? (This Is Not a Joke)". On the Runway Blog. Retrieved 2020-03-05.
  16. "Quick — Bill Murray Needs Your Help to Bring Back Bell Bottoms for Boys". Us Weekly. 2018-02-08. Retrieved 2020-03-05.
  17. Stinson, Liz (2015-02-11). "Paparazzi-Proof Clothing That's Embedded With Reflective Glass". Wired. ISSN 1059-1028. Retrieved 2020-03-05.
  18. Elliott, Stuart (2014-04-11). "Models With Doctorates". The New York Times. ISSN 0362-4331. Retrieved 2020-03-05.
  19. "This Clothing Company's Spring Collection Is Modeled by Women With PhDs". Time. Retrieved 2020-03-05.
  20. "The Answer to All Mark Zuckerberg's Wall Street Problems: Betabrand's Executive Pinstripe Hoodie". TechCrunch. Retrieved 2020-03-05.
  21. "Mark Zuckerberg Should Have Worn This Executive Pinstripe Suit Hoodie to His Wedding". Gizmodo. Retrieved 2020-03-05.
  22. Kavilanz, Parija (2016-10-20). "Betabrand throws a fashion show in Silicon Valley that trots out startup-friendly styles". CNNMoney. Retrieved 2020-03-05.
  23. Safronova, Valeriya (2016-10-24). "Silicon Valley Fashion Week Is No Joke". The New York Times. ISSN 0362-4331. Retrieved 2020-03-05.
  24. Talbot, Kate. "Betabrand's Podcast Theatre: How The Audio Revolution Is Influencing Retail". Forbes. Retrieved 2020-03-05.
  25. Lowensohn, Josh (2014-02-20). "Sink or sew: how Betabrand turns crazy ideas into real clothing". The Verge. Retrieved 2020-05-06.
  26. Moore, Booth (2020-04-10). "Betabrand to Host 'Work From Home' Digital Fashion Show, Social Shopping Event". WWD. Retrieved 2020-05-06.
  27. Mission local staff (9 May 2013). "Online clothier Betabrand opens on site of 780 cafe". Mission Local. Retrieved 29 March 2014.
This article is issued from Wikipedia. The text is licensed under Creative Commons - Attribution - Sharealike. Additional terms may apply for the media files.