This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Glossier: Co-Creating a Cult Brand with a Digital Community
-
Reference: HBS-519022-E
-
Year: 2018
-
Number of pages: 26
-
Geographic Setting: North America;United States
-
Publication Date: Jan 8, 2019
-
Fecha de edición: Oct 22, 2019
-
Source: HBSP (USA)
-
Type of Document: Case
-
Industry Setting: Cosmetics;E-commerce;Retail & Consumer Goods;Personal care products
Description
Glossier's proclaimed strategy was "born from content, fueled by community". The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was not complacent. Instead, she dreamed of creating the world's first socially-driven brand that inserted its community into the buying experience so that the company was merchandising people, their opinions, and their content, just as much as they were merchandising products. As her team debates marketing strategies for 2018, they recognize the opportunities and challenges associated with managing Glossier's rapidly scaling brand community. While the community's support had emerged organically in the past, the team was now debating whether the company's next phase of growth would need to be fueled by a greater emphasis on paid peer-to-peer sales representatives, professional influencer marketing, paid media, and a physical market presence.
Keywords
Big data
Brand management
Branding
Brands
Business communication
Communication
Consumer behavior
Crowdsourcing
Distribution
Entrepreneurship
Going public
Internet marketing
Marketing
Marketing channels
Marketing communications
Marketing strategy
Microfinance
Retail
Social media
Start-ups
Startup
Strategy
Venture capital