With annual sales of 17 million pieces and monthly traffic exceeding one million, this independent station brand is about to rise

The epidemic has brought popularity to a number of cross-border sellers. Some Amazon sellers have seized the opportunity to make a lot of money, while some independent website sellers have taken advantage of the opportunity to promote the rise of their brands.

MeUndies , as an American DTC brand that has risen on an independent website, has gone from being unknown in the beginning to having a monthly traffic of over one million and then to gaining support from a number of capitals. It is undoubtedly unique, just like China's cross-border giant SHEIN.

Monthly traffic exceeds one million, direct search accounts for 60%

MeUndies is an American DTC brand that started out as an underwear brand . It was founded in 2011 and its products are mainly sold online. The company's main categories have gradually expanded from men's underwear to women's underwear, underwear and home furnishings. With its unique brand characteristics and exaggerated and bold design patterns and colors, it has attracted the attention of a large number of American Generation Z and millennials .

In the past 2020, MeUndies' annual sales reached 17 million pieces , driving its annual sales to nearly 640 million yuan. It is not easy for a brand that makes underwear to achieve such a great result, but its scale is still growing. In the past three years alone, its scale has increased by 1583% .

Of course, large-scale growth is inseparable from excellent independent station operations. According to MeUndies data, its monthly traffic has exceeded one million, of which 83.43 % comes from the United States , and the rest comes from foreign countries such as Canada, Australia and the United Kingdom.

MeUndies has captured a large number of potential consumer groups, and its brand has taken root in the hearts of consumers, and its popularity is also spreading. Data shows that the proportion of consumers who directly search for the MeUndies brand or website is close to 60%, and the keywords searched by consumers are mostly brand-related keywords.

What’s the secret to MeUndies’ success?

Every product undoubtedly has its own unique success, and MeUndies is even more so↓

Underwear is a must-have item of clothing, with advantages such as rigid demand, high frequency, and high repurchase rate . However, how to make underwear that everyone likes is the key for sellers to compete. Comfortable underwear is undoubtedly favored by consumers, as can be seen from the fact that Ubras ranked first on the Tmall Double Eleven underwear sales list in China this year . MeUndies happens to position itself as "the world's most comfortable underwear brand" , which coincides with the psychology of consumers.

The bold patterns and bright colors seem to reflect the uninhibited nature of the younger generation. In addition, its product design is highly inclusive , so no matter what skin color or body shape you are, you can choose MeUndies underwear.

Products are based on users , and MeUndies has done this. It is reported that each of its products is based on consumer feedback. Through in-depth analysis of independent sites and data from social media platforms used by consumers, it not only understands consumers, but also designs products that consumers want.

The subscription model is constantly evolving. Subscribers pay $16 per month and can purchase new underwear of the month with free shipping. Of course, if they don’t need this service, they can also choose to skip or cancel it, which is relatively flexible.

Of course, the success of an independent website still requires traffic. MeUndies has nearly one million social media fans , and its ads can be seen on social platforms such as Facebook and Instagram. It regularly posts product pictures and interacts with consumers. In addition, MeUndies also regularly conducts brand promotion activities through online celebrities .

Dynamic and interesting videos are more eye-catching. MeUndies breaks the convention of traditional high-end fashion models showing underwear, and has a strong uniqueness. Its product advertisements are humorous, highlighting the artistry of the advertisements, and are more popular with the younger generation.

Sellers who sell related products or run independent websites can refer to the success of MeUndies and choose the appropriate development method.

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