Happy Socks is not anymore just socks, it is underwear and now as well swimwear. How a great brand idea to turn everyday accessories into happy designed colorful items gets limited by the name.
I am a huge fan of the Swedish brand Happy Socks. In fact, my closet is full of their happy colorful socks 🙂 Happy Socks did something remarkable – they made a boring accessory item (socks!) into a hip fashion statement and succeeded.
The mix of focus on colorful socks, decent quality and a band name that boozes energy in a boring category works well. Their socks are truly happy compared to the traditional socks – and don’t we all need a little bit more happiness once in a while?
So, I understand that at the Happy Socks Headquarters the owners must have been thinking…. let’s replicate the success to other closely related categories like underwear. Now, I do have a couple of Happy Socks underwear items too, and it is just weird. I mean, a logo that reads Happy Socks on underwear is not the best possible combination.
Recently I got an email about a new line of products: swimwear. Yes, seriously – think about the following conversation:
-A- You wear cool swimwear!
-A- What is it?
-B- Happy socks
Of course, the core idea of the brand can be replicated to other categories as well – but in case of Happy Socks, the core brand name will forever be limiting.
In this case there are two options:
1. Stick with the category of socks – and take more market share
2. Bring the other products under a different brand
Do you recognise the challenges of your company in this article? Do you need clarity in brand architecture and optimising it for long term cross-sell and up-sell? Just get in touch with me.
Book a Discovery Call
Quite a few readers reach out to me with brand thoughts, ideas, and challenges. As it is always a lot of fun to learn what is going on I decided to make things a bit easier. On a few Fridays in the next couple of weeks, you can book a free discovery call me with me.
It is very easy to do: just click the link below, pick a Friday & slot, and you get the invite in your email.
I am looking forward to talking to you and learn more!
One thought on “Happy Socks”