How to create great products and set your brand apart

Many independent ecommerce sellers face the problem of what products to create that will allow them stick out from the crowd. One of the best ways to do that is to create products in a niche that you know extremely well.

Here’s a great story about building products that suit your own needs, based on Red Fox Outdoor Equipment. I wasn’t familiar with the company previously and their story reminds me a lot of Yvon Chouinard and Patagonia:

Red Fox is an international company that began, like many other outdoor companies, with a passion for climbing. That interest created a demand for equipment that was unavailable to them at the time. You see, Vlad Moroz and Alexander Glushkovsky were born in the USSR, cut off from good gear behind the iron curtain, but not cut off from mountains.

Importing from the west was verboten, so like many men who are driven, they used their limited resources to build what couldn’t be bought.

Vlad used his bathtub for dying material to build a pack for his sweetheart and future wife. They scrambled for material and started making jackets and pants. Friends were impressed and before long they realized they needed to get legit and founded the Red Fox company in 1989.

I came across this on a skiing blog named EarnYourTurns, not where I typically turn for ecommerce inspiration, which makes it all the better.  While he acknowledges he now works on their behalf doing marketing, the author is clearly a genuine fan of the brand. That type of fan only comes when you make great products, and what better way than to use them personally:

Vlad and Alexander are still deeply involved in their company, and still climbing serious mountains. Two years ago Alexander climbed Sajama (6542m) in Bolivia. After the earthquake rocked Nepal in 2015, Vlad returned a second time to summit Mt. Everest in 2016. They sponsor some pretty serious races in the wilderness of the Kahrelian penninsula and on the slopes of Europe’s highest peak, Mount Elbrus (5642m) in the Caucasus mountains.

Read the full post A partisan view of Red Fox Outdoor Equipment at EarnYourTurns

Andrew @ EcomLoop
Are you looking to start or grow a standalone ecommerce shop? I help independent businesses achieve success on the Shopify and WooCommerce platforms. As the owner of multiple ecommerce businesses, I've had the opportunity to get experience with nearly every aspect of the ecommerce industry. I started EcomLoop to help other quality independent businesses using my knowledge and experience. To stay on top of new ecommerce developments, I publish The EcomLoop Weekly Loop, a blog and email newsletter with original thoughts and curated links to help independent businesses improve their businesses.