This article focuses on the Norwegian clothing company Killer Brigade, and how the brand managed drive local and international success by selling unique and music-related merchandise. Killer Brigade is taking inspiration from music genres of the 1980's, with Glam Rock, Norwegian Black Metal, and The New Wave of American Metal as the three significant aspects of creating unique clothing designs. Do the killer things in life! |
The Killer Brigade story started back in 2010 in a small Norwegian town called Eidskog. The founder, Mo Dyani, played drums and designed t-shirts for his band, Shraphead. In the winter of 2010, the decision came to mind when he wanted to combine his two primary influential objects in life, music, and colors, and turn these ideas into t-shirt designs for a new company. This company was named Killer Brigade, where the core aspect was to focus on making clothes based on essential factors such as self-expression, emotions, and individual options. At the beginning of the process, a small amount of 100 t-shirts with limited designs were printed and sold at minor Norwegian arrangements. At this time, the company did not have a specific audience or fan-base, so the customers became family members and friends. When the company created a website, many people started to pay attention to the brand and the unique clothing designs. The founder managed to sell all of the 100 t-shirts printed. The experiment quickly grew into a word of mouth process were multiple interested people started to visit the Killer Brigade website. Once the hype began to spread on the Internet, the company created a brand slogan: do the killer things in life. This slogan was supposed to represent the merchandise and the rebel-attitude of showing self-expression and emotions while wearing a Killer Brigade product. Not only did the company's website receive a massive amount of traffic, but visitors started to like, comment, and interact with Killer Brigade on Facebook, Twitter, and Instagram. Today in 2020, the company has managed to build up a Facebook-page with over 7000 followers, where people are actively connecting with the brand daily. Over the last couple of years, Instagram became one of the most important marketing platforms. Since this platform lets companies, individuals, and groups post visually appealing content from business to customers (B2C), Killer Brigade has taken advantage of this channel by creating brand awareness for their products online. The company has been hosting contests where people can participate, sharing events and arrangements, and giving customers the newest information about their product collection releases. Their platform presence quickly grew into marketing success for the brand, and today Killer Brigade has over 15.000 followers on Instagram.
A considerable part of the brand's success comes from Killer Brigade finding it's an inspiration to create t-shirt designs. On their official Facebook account, it is clear that the company has been taking inspiration and ideas from different music genres of the 1980's. Norwegian Black Metal, Glam Rock, and The New Wave of American Metal have been named the three most important ones for creating unique product designs. The company successfully summarized the best aspects of these three genres and then combined them with music and colors to create an image for the brand. Based on these core aspects, Killer Brigade's website presence and social media marketing started to transform from local to international. The company expanded its website product catalog and focused not only on selling t-shirts but also hoodies, sweaters, tank tops, jackets, head-wear, shorts, and tights. The company has created an individual Kids section to the website, designed to reach a younger age group. One of the reasons why the doors opened internationally for the company is how they managed to get celebrities, artists, and influencers to interact with the brand. The process has happened mostly through visual content such as photos or videos, where famous people have added to photos wearing a product from the Killer Brigade online store. The company is associated with the Norwegian rapper Onkl P, Kong Halvor (Internet personality and influencer), and Tom Stræte Lagergren, a Norwegian DJ record producer. The latter is professionally known as Matoma and has over 800 million plays on Spotify (July 2020). When big names can be connected to a brand, it indeed helps drive success to a higher level. When the company's attention got even more significant, Killer Brigade utilized Facebook and Instagram to let people know about who was wearing their brand. Customers, viewers, and readers were now able to see photos of famous people worldwide, promoting the brand in different locations and scenarios.
Killer Brigade has always been printing their products in limited editions, which means that only a small number, often 20-30 pieces, are being available for purchase by the public. Since the products are not being mass-produced, people get the chance of owning a one-of-a-kind item, which makes the shopping and wearing experience unique to the customer. Hands down to the company for using the marketing strategies in such an effective way. They deserve it. I highly recommend checking out the company's social media profiles and website. If you want to own a piece of hand-printed merchandise that stands out in the crowd, Killer Brigade is the place to shop!
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