Happy Socks Turns Socks Into Fashion Trends, Creating A New Category.

Selling socks sells 100 million euros a year, almost 750 million yuan, which is the brilliant achievement of Sweden's socks brand Happy Socks.

For many people, selling socks is a small business. If you want to open a company selling socks for ten years ago, there must be many people who are not optimistic about it. Because more than 10 years ago, the style of socks was monotonous, basically black and white business style, and it was disliked by many fashion people.

The emergence of Happy Socks changed all this, making socks fashionable.

In 2008, Mikael S o derlindh, who worked in advertising agency for many years, complained to her old friend Viktor Tell one day that she felt that her ideas were becoming more and more boring.

Viktor Tell, a full-time graphic designer and illustrator, proposed a partnership to make colorful socks. The two young men did what they said, and quickly set up the company HappySocks in three weeks, designing the first batch of colored socks. In Turkey, they found a veteran workshops with more than 30 years of manual experience to help them produce socks, priced at about $10 each.

Color socks soon opened the market dominated by black and white socks. Happy Socks began to make profits in third months, and its retail sales in 2016 exceeded 100 million euros.

HappySocks's success is not only to make socks more colorful and interesting, but also to create a new category.

Traditional Socks Companies always face a contradiction, bad quality, customers are not satisfied, the quality is too good, customers wear bad, they do not sell. Most people do not buy many pairs of socks and wear them every day, because most of them are black, and no one can see them on wheels. But HappySocks's socks successfully dissolve this contradiction, and their socks are more like an ornament.

Because of the different color designs, most customers will buy a lot of pairs of socks to match each mood, style and wearing environment of the wearer. So HappySocks has created a new category, not so much as it sells socks, but rather sells decorations on feet.

HappySocks's socks are very focused on design, which is determined by the company's genes. One of the founders, ViktorTell, is a designer and now is also the creative director of the company. In product creative design, HappySocks often invited artists from all walks of life to cooperate. HappySocks allows artists to play freely on the white socks template, and directly into the factory after the manuscript is designed. Many artists who are not very big but have a distinct personality have been boldly opened.

HappySocks works with creative designers from 15 countries around the world. HappySocks also regularly works with celebrities to launch limited stockings. For example, Happy Socks recently announced the launch of a limited number of socks with rolling stones.

HappySocks is a fashion trend brand from product to operation, which forms a dimension reduction attack. In addition to its warm use function, HappySocks is also an ornament, making it difficult for traditional Socks Companies to compete with them. The success of HappySocks is also in line with the rising trend of male fashion consumption.

According to market research, data from the company NPD, in 2013, the fashion consumption of men in the world exceeded women for the first time in more than 10 years, and men's clothing consumption increased by 5% over the same period last year, reaching 608 billion, while their spending on socks increased by two digits.

The sale of socks in the platform has increased by four digits in the past two years, according to a buyer of a luxury electric business in the UK. Socks, which have been rejected by fashion people, are becoming a good business with fashion. More and more companies are making socks business.

HappySocks's category positioning and innovation strategy also inspires many other traditional companies. If traditional products such as socks can be revitalized by positioning and creativity, other traditional products will have similar opportunities.