VirtuaClass

An Interview with Terrence Campbell

Background:

Terrence Campbell serves as the Chief Marketing Officer for Privacy Wear, a clothing company recognized for its philanthropic policy to return 10% of all sales to breast cancer research and organizations.

Privacy Wear’s story is certainly a touching one that showcases how a company dedicated to give back found success along the way. The company’s CEO, Carolyn Jones, lost her mother to breast cancer. As an entrepreneur, Jones wanted to find a way to pay tribute to her mother’s memory while making a difference in the search for a cure for breast cancer.

The company maintains an established unique selling position focused on, 1.) giving to breast cancer awareness programs year-round, and 2.) directly addressing the “lack of attention to detail in the fit of premium and young contemporary denim.”

Goals & Objectives:

Identifying and discovering a company niche
Defining an effective unique selling position
Effectively using the press
Establishing strategic alliances
Developing an attitude of business persistence

We sat down with Privacy Wear’s Chief Marketing Officer for a candid look at the company’s unique success story, and to discover how their unique marketing approaches have worked outside of some of the more standard strategies.

Implementation

What is Privacy Wear’s niche, and how did the company develop that niche?

Privacy Wear’s main niche is with young, socially aware fashion trendsetters. This niche market recognizes the company’s philanthropic efforts and unique clothing fit. From its inception, the company’s core audience has been breast cancer supporters, which Campbell says “has supported us and continues to support us throughout the years.”

What is a unique selling position, and how does Privacy Wear use that position?

The USP should answer the question “‘Why should I do business with you instead of your competitors’” For Privacy Wear, a two-fold USP includes the company policy to donate 10% of all sales to non-profit breast cancer organizations and the attention to detail in the fit of its denim clothing. In fact, Privacy Wear found that it is the only company to give back such a considerable amount on every sale to breast cancer awareness.

What about media coverage? How can companies use the press to succeed?

Recognize the formula that goes into capturing the attention of the news media, and use it. When an event or subject has significant impact on or importance to large audiences, it is generally considered to be newsworthy. For Privacy Wear, photos of high-profile celebrities such as Eva Longoria wearing their clothing have been used to capitalize on press coverage.

What is a strategic alliance?

Campbell described the strategic alliance as “anytime two or more parties undertake an economic activity together.” Privacy Wear uses “in store marketing” strategies and other joint ventures. The company partners with other companies, individuals, and organizations in working relationships that benefit both entities.

Did Privacy Wear just get lucky? Or did business persistence pay off?

In the company’s early days, the Privacy Wear team passed out t-shirts with the company name printed on the front with persistence, and by the time their Website launched with basic t-shirts and hats, the company had already developed a loyal customer base. The t-shirt story “illustrates how we built our business and continue to build our business.” The company maintains the concept that a company should “never be to big to grow your business.”

Results

So how well have all of these strategies worked?

Privacy Wear’s unique marketing approach has helped it garner an image with virtual celebrity status. Many well-known celebrities proudly wear and showcase Privacy Wear attire in public, further establishing the company’s image and success.