Whalebone Clothing was started by Jesse Joeckel back in 2010 with money he had saved from doing many odd jobs. He started off by designing and selling comfortable t-shirts with cool prints and logos. But Jesse soon realized that his business was only performing well in the summer and that immediately after Labor Day, sales plummeted. This was very difficult for him as he barely had enough money to open shop again in summer. He therefore decided to make Whalebone a year-round business.
His first attempt at this was setting up an online shop but this did not do much to boost sales during off-season as he did not have good marketing skills and was operating on a very tight budget. Montauk, the beautiful beach town where Whalebone is located, started becoming a favorite among tourists and this made the demand for Whalebone’s products skyrocket. Although this significantly boosted the shop’s revenue, Joeckel still felt like there was more that could be done. He therefore joined hands with Eddie Berrang and Bronson Lamb, who were both tech-savvy and very good at marketing, to re-strategize and improve the brand.
They revamped Whalebone’s online shop and made it more user-friendly and compatible with mobile devices. They also started making a digital magazine, Whalebone Magazine, to advertise the products and tell Whalebone’s story. Whalebone started making other products that could keep it in business all through the year. Their products now include specialty items and winter gear in addition to the cool t-shirts. In just a year of adopting these new strategies, Whalebone’s revenues have increased tremendously and it is looking forward to even more growth and expansion in the coming months.
Success in the fashion industry is about more than just having a great product. As is evident from Whalebone’s story, marketing plays a major role in boosting sales as it makes more people aware of the product. Thanks to their marketing efforts, Whalebone’s products, including the magazine, are now in demand all over the US and Joeckel hopes to go beyond the US borders soon.