Hi y’all! OF course because my newsletter subscribers and really near and dear to my heart, I’m letting you know (well, reminding you) first.
I’m shutting down my Tee Shirt page on June 3.
I started selling tees way back in January 2016. There have been good months and bad months (oh, so, so many bad months) where I haven’t had any shirt sales at all. In fact, this year, visitors have been down by 50%, and I haven’t sold a shirt since last December (and that was one shirt).
Now this isn’t a subtle, “woe is me, can you please buy a tee” type of post (though feel free to do so if you so choose). It’s just me being transparent in what I hoped would happen as far as sales and the expansion of my brand, and what actually transpired. Plainly speaking, while I did have some initial success, it wasn’t nearly what I had hoped for.
And what did I hope for? Well, that might be a part of the overall problem, because my goals for the apparel store weren’t well defined at all. And if they’re not defined, then how could I say if I was success or not? I mean, I know it was sucky, but exactly how sucky? I couldn’t tell you in any meaningful way.
Another big (and probably the biggest) problem was lack of advertising and marketing and promotion. From doing research into the whole apparel business, my biggest takeaway was (well, besides the fact that it’s incredibly hard to make big money in this realm) that you have to keep putting your name out there, advertise every day, and consistently, and slowly but surely, if your product is compelling, you should see some sort of momentum build.
Finally, I didn’t refresh my lineup regularly enough. I wasn’t willing to cut off dead weight and unpopular designs. And truthfully, a lot of the designs just weren’t compelling. I did do some pruning and from time to time, but not consistently. When I did update, it was all willy-nilly without a set plan, or much advance notice to you guys or on social media.
So, I’ve learned a lot. Will I have taken what I’ve learned, take it to heart, improve, and make the next iteration be better? Well that’s the hope. I’m going to revamp the apparel site, I’m getting rid of all the old designs (although I might bring back a few), I’m partnering up with a dear friend of mine who has some killer ideas for tees, dust myself off, and try this again in the near future with a clear goal in mind. Of course, I’ll let you guys know first (or pretty close to first), and often as to when I kick off the revamp and in what form it would take.
Wish me luck, and I hope I see you in some fresh Mokojumbie merch in the near future.