January 10, 2024
Pic Credit: @wildflowercases via Instagram
Who hasn't heard about wildflower cases? They are THE VIRAL phone case brand which are trending all over your social media feed. From Bella Hadid to Rosie of BLACKPINK, it has been sported by celebs far and wide. So without further ado lets dive into what makes wildflower cases so SUCCESSFUL!
Origins
Founded by the SUPER STYLISH sister-duo Devon and Sydney Lee Carlson along with their mother, Wildflower Cases is a women owned iphone accessory company from California. Featured in the Forbes Top Creators Fashion 50, this ICONIC sister duo show that they mean SERIOUS BUSINESS. Their journey started when a chance encounter with Miley Cyrus turned into more than a selfie session, with Miley loving their DIY phone cases and tweeting about it and they have not looked back since. In the cut throat phone accessory business they have established themselves not only as a trend forward brand but also as a very profitable business. Lets dive a bit deeper to understand their business model.
Stats
With a revenue of over 5 million dollars in 2020, wildflower cases has been on an upward trend ever since its inception in 2011 and is projected to grow to 13.33 billion by 2027. It has been able to successfully transition from a phone case brand to include other tech accessories like airpod covers and cases, laptop cases, watch straps etc. They even recently launched hair clips with Emi Jay in the signature wildflower print of course! In the cutthroat phone accesory market where phone models and designs change in the blink of an eye, they have not only managed to stay put but are also trendsetters in the phone accessory business. And what is the SECRET SAUCE you may ask? Well, they have an uncanny ability to read the market and predict the trends accurately.
Product Design
The cases come in a signature black bumbler design along the border which ensures that they are durable and super sturdy thereby protecting the phones from any breakage. They have a subtle " wf " branding in the lower right hand corner which is designed to be hyper on trend lending it the signature wildflower flair which we all know and LOVE! Their attention to detail is just on another level. Case in point their blinged camera lens protectors which are sure to jazz up any phone, transforming your phone into a PERFECT fashion accessory.
Business Model
By doing LIMITED EDITION cases and COLLABS with instagram influencers, their highly coveted, hard to get, one-of-a-kind drops have made them a total sellout. These limited piece drops, priced anywhere between $35 to $45, have enabled them to successfully manage and control their inventory thereby ensuring minimum loss in terms of inventory leftover and thus contributing to their huge profits. By focussing on online only model which helps streamline operations and with a social media following of over 2.5 million followers on instagram they are dominating the phone accessory market. They are able to diversify their revenue stream by renting out their warehouse services to other small businesses.
Marketing
Their huge success comes down to their savvy marketing skills and strategies. Lets take a look at some of their marketing strategies.
Relatively Accessible Price Point
Priced between $35 to $45 they are not terribly expensive but are expensive enough thus making them an ideal gifting option thereby making them a product to covet.
Trendy Designs
They seem to have a feel for the pulse regarding the design trends in the market and they are super fast to jump on the trend wagon thereby ensuring they stay relevant all the time. Example, this summer when picnic core was trending everywhere, wildflower was already ready with their fruity cases. Their designs are the signature Devon and Sydney style with the PERFECT blend of girly girl and goth chic, thus ensuring there is something for everyone.
Rolled Out Like Fashion
One of the biggest issues in the phone case business is the inventory management given the plethora of phone models coming up every month. By adopting a limited edition drop model they have trained their customers to purchase early by giving sneak peeks a few days before. As they are limited edition there is no guarantee of the designs coming back in stock again. Thus by ensuring sold out collabs they have been able to tackle the issue of planned obsolescence wherein inventory has to be sold before an expiration date.
Collabs
By successfully partnering with influencers and tiktokers they have transformed your regular phone into more than just a piece of tech. They have managed to make it a fashion accessory, wherein phone cases can be changed to match the outfits. With influencers having millions of followers, they are successfully able to reach new audiences through their collab model. Example their collab with Emma Chamberlain who has 15.5 million followers was a resounding success. Also their cases are very often sported and actually used by celebs like Kylie Jenner and Bella Hadid, thereby giving wildflower a free marketing campaign of sorts. Case in point, the viral Bella Hadid butterfly phone case which frequently features on the model's instagram.
Authentic Lifestyle Brand
By serving authentic and engaging content which is perfectly aligned with their brand ethos of fun, lifestyle and fashion, across all the social media platforms, they have transformed the phone case into a means of self expression for their customers.
Customer Experience
Thus all-in-all wildflower is a home grown family business which treats its customers like celebs. This balance is what makes them super relatable yet magical. For example along with your marketing and order emails they also send lo-fi emails which resonates with something which your friend or family would send. They even include a goodie bag style of freebies and hand written thank you notes which makes one feel a part of close knit family. Thus they have succeeded in subtly nudging their customers to share their cases on social media and tagging the brand thereby increasing its reach. Like #wildflowercases has a serious following of its own!
Wildflower Cases have strategically and authentically created a close knit community that loves and relies on the brand for all things fun, fashion and trendy.
Last but not the least here are a few of our FAVOURITE wildflower accessories!
Pic Credit: Wildflower Cases
Pic Credit: Wildflower Cases
Pic Credit: Wildflower Cases
Pic Credit: Wildflower Cases
Pic Credit: Wildflower Cases
Pic Credit: Wildflower Cases
Pic Credit: Wildflower Cases
Pic Credit: Wildflower Cases
Pic Credit: Wildflower Cases
Pic Credit: Wildflower Cases
We had great fun doing a brand analysis on the operations of one of our favourite brands of all time! Hope this article gives an insight into the behind the scenes operations of brands and we hope you enjoyed it too!
xoxo