"Our founders developed and patented a lightweight, waterproof, and breathable fabric called Dyma-tex. People assume waterproof means it is not breathable. But our product is comfortable and looks like a regular sneaker. During the pandemic, we gifted our product to healthcare workers. We received a lot of positive feedback from other communities, so we collaborated with niche networks to offer our products at a discount."
"We invest heavily in Meta for customer acquisition. We're looking to diversify into Google and TikTok Shop. We've advertised on TikTok and even Reddit. Both drove a lot of traffic, but the quality was not very high. We couldn't easily attribute revenue coming from those channels."
"It's more of an experiment in response to feedback in our customer surveys. Many mentioned expanding into apparel, socks, and accessories. They like our technology and want items that are fashionable and functional."
Vessi is a Canada-based direct-to-consumer brand founded in 2017 that sells waterproof sneakers made with patented Dyma-tex fabric, which combines waterproofing with breathability. Ray Hua, director of ecommerce since 2021, oversees site experiences, performance, merchandising, and lifecycle marketing. The company built brand awareness through pandemic-era healthcare worker donations and collaborations with niche networks. Vessi employs tiered influencer partnerships targeting professionals who spend extended time on their feet. Primary customer acquisition occurs through Meta advertising, with ongoing experiments in Google, TikTok Shop, and Reddit. Customer feedback drives expansion into apparel, socks, and accessories, allowing the brand to leverage its technology across new product categories while maintaining its fashionable, functional positioning.
#direct-to-consumer-e-commerce #product-diversification #digital-marketing-strategy #influencer-partnerships #customer-acquisition
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