How This Retailer Reaches All-Important Indie Influencers

Screen Shot 2014-08-07 at 11.36.10 AM

In 2000, when many of the early dot-coms were imploding, Greg Selkoe created an e-commerce site that was years ahead of its time. Its focus? “Verge Culture,” a convergence of hip-hop, pop art, skateboarding and electronic music subgroups that often followed small up-and-coming brands and lent big companies some street cred. His company would give these consumers access to fashion that was hard to find outside of New York or L.A and build on their unique brandloyalty.

Today, Karmaloop is a 170-employee company with offices in Los Angeles and New York – and a subsidiary in Europe. The site attracts four million unique visitors a month and is on track to do $160 million in revenue this year. Despite its growth, Karmaloop stays true to its indie consumer by offering limited quantities of products that, in many cases, are exclusive to the site.

Of course, communicating with this audience is an art unto itself. Selkoe, 39, favors a grassroots marketing approach – working with 200,000 brand ambassadors who promote Karmaloop via social media, pop art, even fortune cookies.

Entrepreneur spoke with Selkoe about how his branding embeds itself into a culture.

Read More

Did you like this? Share it:
This entry was posted in Featured Posts, Updates and tagged , , , . Bookmark the permalink.

Leave a Reply

Your email address will not be published. Required fields are marked *

*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Submit a Competition Sign Up Now!
  • Business Plan Resources

    Do you have a business idea or want to enter a business plan competition but not sure where to start? See our list of must-read business plan resources.