Many experts in business suicide should keep a completely new clothing brand with expensive products from nowhere on the market.The YouTuber Justin Fuchs still managed to make his streetwear brand "Peso" so well known in a short time that every new collection is sold out in a few minutes.We show how Justin uses his social reach for building a brand, regularly causes hypes through drops and has made several million euros in sales with just one hooded sweater.
"I started to get I'm enthusiastic about youtube and generally social media.Therefore, I started with completely different content, such as design or gaming, ”says Justin Fuchs to Omr. „Mittlerweile bin ich aber bei Fashion & Lifestyle gelandet, da dies in den letzten Jahren viel mehr zu meinem Interesse wurde."The only 22-year-old YouTuber has been on the platform for over seven years.Today he posts videos on his main channel with almost 440.000 subscribers in which he presents his (mostly expensive) outfits, gives fashion tips and of course his brand Peso Push Push.
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"Ultimately, I assume that people like it when I just do what I feel like because my interest and the fun of it is reflected in my output," says Justin, who also simply under the various platformshis first name appears.He has been running his YouTube fashion channel since 2015, and he has generated almost 88 million views with his videos in time.On his second channel "Justinlite" there are more than 390.000 followers and 56 million views.The strategy: regularly on Saturday and Wednesday there is a new video on its main channel.The videos make it to over 100 within a day without exception.000 views, what a loyal fan community speaks.At the moment, however, he is even more successful on his second channel.Here he mostly reacts to videos of other YouTubers and thus records more than 300 within a short time.000 views per video.
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His community is also so active because Justin always includes her directly-for example with video formats such as "The best viewer outfits".He shows Instagram posts of his followers-the community can then vote on a tool who wears the best outfit.Within six days there are over 16 in the last voting.000 votes for the various candidates.
Justin's YouTube success is expression that fashion has arrived on the platform for young men as a big topic.Driven by the hype around brands such as Supreme (here in a detailed OMR portrait), Balenciaga (we explain the marketing success here), off-White and some others collect youtubers how he has a lot of clicks.The fans seem to be fascinated by mostly unaffordable sweaters, jackets, bags, shoes.Currently especially in the trend: Youtuber, who take your fans with you to buy incredibly expensive watches.Justin himself bought a "Richard Mille RM 010" in October 2019, which around 80.000 euros may have cost.
The community follows Instagram
"I think most of my followers follow me to collect inspiration for their own outfits, or to stay up to date with regard to the releases of my brand," says Justin zu Omr."Of course I make me even more than that, but these are the topics that I pass on to the outside world, because I deal a lot with it.Everything else, like my private life, I don't try to wear out so much."And when it comes to clothing inspiration, no platform is probably as popular as Instagram.
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Unter jedem Youtube-Video verlinkt Justin seinen Instagram-Kanal, um seine Fans direkt mit auf die Plattform zu ziehen. Offenbar mit Erfolg: Auf Instagram folgen ihm über 616.000 Nutzer. Und auch hier ist die Community offenbar extrem engagiert. Laut dem Analyse-Tool InfluencerDB liegt seine Engagement-Rate (Verhältnis von Likes/Kommentaren zu Followern) bei über 23 Prozent. Bei typischen Influencer-Accounts gilt schon eine Engagement-Rate von zehn Prozent als sehr gut. Brand-Accounts können von solchen Zahlen nur träumen.Charge your own brand
"When people recognize me in public, it is mostly boys aged 16 to 25 who definitely look fashion -interested on the outside.My Instagram statistics then confirm this, ”says Justin.On the platform he shows himself in clothes from luxury brands such as Louis Vuitton, Balenciaga or Dior.Expensive cars appear again and again.And between all of this he sprinkles posts about his own brand Peso and invites her directly. Der Peso-Pulli erscheint als ähnliches Sehnsuchtsobjekt wie einer von Dior, Balenciaga & Co.
"Personally, an individual style is very important to me.Not only related to the clothes, but also in the photos that I post, or the Vibe, which is conveyed, ”says Justin to Omr."It does not necessarily have to be expensive designers, even cheaper vintage teas from the 90s/2000s meet the same purpose.For me it's just about wearing something that you don't see every day."
Sold out in a few minutes
He obviously decided pretty quickly to found the fire: "My fashion canal was almost half a year old at the time.It has always been a dream of mine to bring out clothes myself. Oft hatte ich das Gefühl, dass meine damaligen Kleidungsstücke mir nicht zu 100 Prozent gefallen haben und ich, auch wenns nur Kleinigkeiten waren, etwas anders gemacht hätte", verrät Justin."When I had the opportunity to launch clothes myself and thus put this dream into reality, I naturally used it immediately."
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Der Style von Peso sei „pure Streetwear mit Einflüssen der aktuellsten Trends, als auch den besten Aspekten von Vintage Kleidung". Schon die ersten Kollektionen bestehen aus Pullovern, Hoodies, Shirts, Mützen, Jacken, Socken und Hosen. Seit dem Start hat Justin insgesamt sieben Kollektionen auf den Markt gebracht, dazu fünf Sonderkollektionen. „Bisher war jede Kollektion trotz Erhöhung der Stückzahlen immer innerhalb von 10 bis 30 Minuten restlos ausverkauft. Das freut mich natürlich sehr und flashed mich immer wieder auf’s Neue", verrät er OMR. Über Stückzahlen wolle er sich aber nicht öffentlich äußern – in einem Video auf Youtube hatte er aber zuletzt von über 10.000 Teilen pro Kollektion gesprochen.The drop makes the music
How does he create the minute -quick sale?Far before the clothes are available in the online shop, he stages them on his social media profiles. So zeigt er alle Teile der jeweiligen Kollektion in zehnminütigen Youtube-Videos („ich hätte nicht gedacht, dass Ihr das so krass hyped!") Damit heizt er seine Community vor allem mit Blick auf den jeweiligen „Drop" richtig vor.Each collection comes on the market on a certain day at a certain time.If you don't get your favorite part in the 10 to 30 minutes, you go away empty -handed.We had already written in detail about the mechanisms of drop marketing.
The combination of a lot of vertebrae in advance, a precise appointment on which everyone is feverish and a strict limitation often leads to a hype on social networks and quick sales.Justin's brand Peso also works with these mechanisms.The price of the clothes should be a small hurdle at least for some fans.For example, a hoody from his last collection cost 85 euros.He has also built the brand on Instagram so strongly that Peso now has over 200.Follow 000 users directly.
Over 30.000 sweaters sold - millions made sales
What a hype in the end can mean for a business like that of Justin shows his action for the Black Friday 2019. Ende November hatte er in einem Video „PESO für ALLE!" versprochen.From 4 p.m. to 6 p.m., his followers had the chance to order a black hoody from Peso - without the otherwise strong limitation.“On the Black Friday were 24.000 and the following Monday again almost 8.000 Hoodies bestellt", sagt Justin.At a price of 69 euros per hoodie, this makes sales of over 2.2 million euros only with this action.Why he was again 8 on Monday.000 sweaters sold?There were simply too many orders on Black Friday, so he had to end the campaign prematurely.To make up for it again, there was a few thousand pieces with delivery time after Christmas on Cyber Monday.
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It is difficult to assess how much of it stays with Justin. Er arbeitet eng mit dem Düsseldorfer Label „Live Fast Die Young" (LFDY) zusammen (hier ein schon älterer Bericht über das Unternehmen).“I am very happy to have the boys from Lfdy by my side because they already have a lot of experience in the field. Die riesige Black Friday Aktion hätte ich ohne deren Infrastruktur niemals so stemmen können", so Justin.“However, they are not involved in Peso, but are paid for the support in warehouse, shipping and sometimes production." Für das 1-Mann-Business von Justin dürfte trotzdem genug vom Umsatz bleiben – er verrät in einem neuen Video, dass er schon eine neue Uhr im Blick hat.
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