“It’s great if the shirts sell well but if they don’t you’re stuck with a bunch of inventory that could take you months to unload at deep discounts.” “The old model just wasn’t working anymore,” he says of the lengthy 2-3 month process of designing t-shirts, building inventory, and marketing the product. What would eventually evolve into a formula Jabaley says has generated millions of dollars in revenue started by blowing up tradition. “And an opportunity for us to learn and prove to our customers we know and understand them.”
“I told everyone not to worry about stumbling out of the gate, that this was going to be a marathon,” he says. To create merchandise hip-hop fans actually wanted to purchase, Jabaley knew he had to change his strategy.
“It was absolutely terrible,” Jabaley says of the eight t-shirts he sold the first day they were available. Get started today A Humble Ecommerce Beginning If you’re interested in making 2018 your best year yet … Scalability, no matter the seasonĭuring Black Friday, Cyber Monday, Shopify processed:
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Not only has Jabaley and his merchandising partner, CAP THAT, cracked the code…īut he’s sharing his multimillion-dollar formula with the world. “We just really needed to find a way to crack the code on ecommerce.” “We’re always trying to be creative and wanted to apply that to the way we merchandise,” Jabaley recounts. Jabaley manages hip-hop stars like 2 Chainz and knew he was leaving money on the table by guessing what types of merchandise fans might want to purchase. “We just didn’t have a good track record selling merchandise like t-shirts,” Jabaley says. The man in the mirror can be a harsh critic.įor Charlie Jabaley, co-founder of the boutique artist management and marketing firm Street Execs, he didn’t much like the reflection of the merchandise man staring back at him from the glass.
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