{"id":5230,"date":"2019-04-04T11:23:16","date_gmt":"2019-04-04T19:23:16","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=5230"},"modified":"2023-12-11T22:56:27","modified_gmt":"2023-12-12T06:56:27","slug":"glisterandurbanoutfitters","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/glisterandurbanoutfitters\/","title":{"rendered":"Confidence is the best accessory: Glister and Urban Outfitters turn around a stagnant category"},"content":{"rendered":"\n

When Fashion Foundry, parent company to Glister, realized that the hair tools category was putting consumers to sleep rather than revving their get-up-and-go routine, they crystallized their vision to create the most unique, conceptual designs without compromising quality or performance. Read on to find out how Glister\u2019s combination of fashion-forward designs, originality, and brand confidence caught the eye of Urban Outfitters on RangeMe. <\/p>\n\n\n\n

Standing out<\/strong><\/h2>\n\n\n\n

Anyone familiar with hair tools knows their similarities \u2013 they all look the same, come in the same boring colors, and serve one similar purpose, whether it\u2019s brushing, curling, or straightening. But what if hair tools could reflect a consumer\u2019s personality, just like every other aspect of a beauty routine?<\/p>\n\n\n\n

The newest brand of Fashion Foundry, Glister, was created with the idea that people could express themselves beyond clothes and makeup. <\/p>\n\n\n\n

Being an e-commerce brand starting in the market meant a challenge from the outset, trying to distinguish Glister from the plethora of other, similar brands. Glister wanted to make a name for itself through original, innovative design while using trendy Pantone colors that consumers couldn\u2019t find elsewhere. <\/p>\n\n\n\n

\u201cWhat makes us stand out is that we are here to provide something different and unique,\u201d says Christine, International Sales and Marketing Director at Glister. \u201cWe were the first company to use a proprietary holographic process to put the logo on our products, and we were the first to create a set that includes a fashion accessory selfie light with your straightener. Every element is considered.\u201d <\/p>\n\n\n\n

And that includes the color of the hair tools. Theriot explains that each color of the tool has its own personality that customers identify with, like champagne gold or savage. \u201cEveryone can find something that reflects their personality\u201d.<\/p>\n\n\n\n

Knowing there was a clear demand for uniqueness in the category, Theriot devised a strategic and detailed plan and tapped into her knowledge of ECRM. Part of that plan was creating a RangeMe profile to increase Glister\u2019s brand awareness with buyers. \u00a0<\/p>\n\n\n\n

Perfect timing opportunity<\/strong><\/h2>\n\n\n\n

As soon as Glister signed up on RangeMe they instantly got the visibility they were searching for. \u201cRangeMe is putting our brand in front of the right people and helping us make important connections,\u201d Theriot says. \u00a0<\/p>\n\n\n\n

\u201cSmaller brands can often struggle with reaching the right people and making an impact with buyers, but getting Verified on RangeMe provided a huge jump start in attracting all the right retailers. Once you get Verified, buyers really know that you\u2019re taking this seriously, and they want to take things to the next step,\u201d Theriot notes. <\/p>\n\n\n\n

After viewing their Insights on the RangeMe platform, the Glister team noticed some activity from one of their most desired retailers, Urban Outfitters. A buyer was actively viewing Glister\u2019s profile, proof that three things were working in their favor: <\/p>\n\n\n\n

    \n
  1. Glister was showing up in the buyer\u2019s search criteria.<\/li>\n\n\n\n
  2. The buyers kept coming back because something interested them.<\/li>\n\n\n\n
  3. The activity possibly indicated an opportunity to a buying window.<\/li>\n<\/ol>\n\n\n\n

    Knowing Glister was on Urban Outfitters\u2019 mind, Christine took the initiative and reached out to present their products. They got in touch with an Urban Outfitters Buyer who was looking for a fresh and fun hair tool, and after a few months of initial conversation, Glister was ready to be sold on the Urban Outfitters website in the 2019 Spring Beauty collection.<\/p>\n\n\n\n

    On the horizon<\/strong><\/h2>\n\n\n\n

    Glister plans on expanding into additional beauty sub-categories, and its success with Urban Outfitters is already blossoming into other partnerships, which Glister credits to RangeMe. <\/p>\n\n\n\n

    \u201cOur partnership with RangeMe provides us this incredible platform for all the collaborative work and intensive detail that was put into the brand, now to be seen by people all over the world!\u201d Theriot says. \u201cPeople can see the time, effort, and pride poured into Glister. We are excited to see where it can go from here.\u201d<\/p>\n\n\n\n

    Inspired by Glister’s journey into Urban Outfitters? Learn why you should be checking your brand’s Profile Insights<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

    This e-commerce brand\u2019s originality caught the attention of Urban Outfitters through the help of RangeMe. <\/p>\n","protected":false},"author":33,"featured_media":5234,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[481],"tags":[38,37,389,390,103,105,391],"class_list":["post-5230","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-trends","tag-consumer-goods","tag-cpg","tag-glister","tag-hair-tools","tag-success-stories","tag-supplier-spotlight","tag-urban-outfitters"],"yoast_head":"\nConfidence is the best accessory: Glister and Urban Outfitters turn around a stagnant category - The RangeMe Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rangeme.com\/blog\/glisterandurbanoutfitters\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Confidence is the best accessory: Glister and Urban Outfitters turn around a stagnant category - 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