2xist or 2(X)ist Has a New Marketing Strategy
2xist (pronounced "to exist") has become one of the most popular men’s underwear lines in the last few years, with a very loyal following . In our last meeting with them, 2xist shared with us their new marketing strategy going forward. Now you too will be in the know.
In the past 2xist has launched new collections, while maintaining popular pieces from the older collections. Unfortunately, this was causing kind of a mish-mash of styles that didn’t appear to have a cohesive vision.
Going forward, the plan is to introduce two new programs or collections a year. Each collection will have the lifespan of one to one and a half years before being discontinued. The thinking is that by doing this, the brand will always look new and fresh.
The downside is that if a customer simply loves a certain style or collection, he will need to stock up, for it will not be continuing or returning. Now, that being said, 2xist just re-introduced their former "Basic" collection from a few years ago. So, re-introduction could also be a trend… sort of like when Disney "opens their vaults" to bring back classics.
The Carbon and Fusion collections are expected to go away during Spring of 2009. However, one thing is for certain, the famous 2xist fit will remain the same season after season. So, at least you can feel confident that when you buy one of the new styles, it will have the familiar fit you have grown to love.
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