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Business Spotlight: Rothy's

Business Spotlight: Rothy's



Rothy's is an online and San Francisco based direct-to-consumer retailer that was founded in 2012 and launched in 2016 by Stephen Hawthornthwaite and Roth Martin. They began as a women's shoe company and has since expanded with handbags and a men's line as well. Since launching, they have gained popularity. Since they launched, they've made the list of Forbes next billion dollar start-ups to watch list, their shoes have been named the best ballet flats available by Vogue, their net sales have reached well over 100 million yearly- and thanks to their sterling reputation for quality and low cost availability-they've been seen casually on everyone from school-teachers to Katie Holmes. What's made this brand so successful? I attribute this to 3 things: their mission, their make, and their marketing!

Mission:

Sustainability has been at the heart of Rothy's mission since it's beginning. Their website proudly boasts this mission statement at the top of their about page. 

At Rothy’s, we know there’s a better way to do business, and it starts by putting the planet and its people first. That’s why we transform eco-friendly materials into wardrobe staples that look just as good as they feel.

Two of the most important things that an educated consumer looks for in a brand is a mission statement they can support and actions made by the company that clearly demonstrate their goal in upholding this mission. 

Make:

Rothy's are made from 100% recycled materials, which is part of the reason why people love them so much! They are constructed of plastic bottles : an item whose waste is viewed as some of the most frivolous and harmful to the environment that there is (beside straws). During the process of manufacturing, chips of plastic are melted down into pellets and stretched into fibers. These fibers are then entwined with an air treatment before being sewn by hand to the sole of the shoe-which is made of recycled foam and rubber. The result is comfortable, stylish, machine washable, and available in a wide variety of fabulous colors and patterns. See what I mean on their website, and buy your own pair today!

Marketing:

Rothy's marketing strategy has clearly proven effective in its exponential growth pattern since their launch in 2016. Online, they share their strategy for companies looking to take a page out of their book. It revolves around 3 main ideas. 

1. Invite your customers on a personalized journey.
Rothy's stresses their use of data aims to personalize the customer's marketing experience. They don't just want to push their product, but gain the trust of the modern woman who cares about sustainability, style, and comfort. 

2. Take advantage of non-branded search to influence growth.
In an effort to maximize efforts of increasing customer brand awareness at a low cost, Rothy's partners with Google to develop the most effective strategy of non-branded search optimization. To accomplish this, they cross-referenced regional data with product demand and terms like "machine washable" and "recycled water bottles" to identify areas with strong product demand. 

3. Don't abandon loyal customers. 

Rothy's marketing department utilizes Google display as a way to conjure up brand loyalty from previous customers and increase their propensity to make repeat purchases. By running Custom Intent Responsive Display Ads, they've been able to focus their efforts on prospecting and remarketing, leading to an increase in customers with an increased lifetime value for the brand. 

On top of these efforts, Rothy's is active on all major social media platforms, updates their company's blog-The Loop-regularly, and on their website, you can subscribe to "stay in the know" with their email marketing campaign as well. 

Rothy's has won numerous awards in both innovation and sustainability since it's initial launch. Their dedication to their mission is commendable, and it's easy to see why people love them and their shoes! They are absolutely worth all the praise and success that they've garnered, and I predict as well as wish them nothing but much more success to come!



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