Last year, Lucas Darway found that men’s clothing and supplies were lacking in quality and abounding in quantity. Men’s supply stores are focusing more on guys having multiple cheap items rather than just a few quality goods to fulfill their needs. He started Arcane Supply Co. in response to this. Everything he sells is either handcrafted in the USA or responsibly made elsewhere – wool socks, leather belts, wallets, and even coffee. He also makes lamps, outdoor torches, guitar picks, and titanium bracelets in his own studio. Additionally, Arcane Supply donates 10% of proceeds to ministries in Philadelphia, which reflects the honesty in Arcane’s mission.
The Issues of Selling Online
Lucas came into my Marketing class recently. He is a soft-spoken, earnest Grove City grad who had been doing marketing work for a few years and lately has been pursuing his own venture. One struggle he talked about was that a customer’s confidence in a product’s quality is hard to be confirmed over the Internet – it is much too distant and impersonal. A customer on the Internet will find it hard to justify paying more for a product that merely claims to be made in the USA and of superior quality simply because they can’t experience the quality firsthand.
This is an unexpected struggle of creating an Internet merchant businesses – unless the brand is well-known for it’s quality, the only easy way a company is going to succeed on the Internet is to provide better deals and cheaper products. It is very hard to make a name for a quality product that is more expensive, especially in the saturated clothing and handmade goods market.
Selling Quality with Quality
However, Lucas has found a way to minimize the difficulty of proving the quality of his products. He has utilized his website and social media (links below) very tastefully and the customer is easily convinced of the intentionality with which he runs his business. Everything that is posted or presented is done in an artistic, yet professional, manner. The quality of the presentation of the business reflects the quality of the products in the consumer’s mind, allowing them to feel more comfortable paying more for a product that will be of higher quality.
Arcane has been doing well in all of this. Their products have been featured in multiple men’s clothing blogs and they can barely keep up with demand. Although Lucas has taken the road less traveled, it is clear from Arcane’s Internet footprint that both he and his customers would rather have it that way.Read More