Case Study 3
Overview
Good Vibes Only Club began as a self-initiated goal to create merchandise that I personally would wear. I was set out to create something with no agenda, no business goals in mind, no cutting corners; simply high-quality merchandise that I enjoy, and if other people vibe with it then that’s great too.
For years I have created merchandise projects for other businesses, clients and friends, but this time I wanted to make something purely for the love of creating. My audience was myself. If I was having fun then that’s all that mattered. The other principle I had in mind was to be involved at every step of the production process. I wanted every detail and decision to be under my direction, not settling for mediocre answers and many times causing me to ask one too many questions.
All creative direction, apparel design, graphic design, photography, and social campaign were done by me.
Good Vibes Only Club hoodie - campaign video
Approach
I primarily wanted to use Instagram to create anticipation and exclusivity for the merchandise. Dropping sneak-peeks and in the initial stages producing only a very limited quantity on a “first come first serve” basis. It created high demand and an eagerness for people to follow along the journey.
With the approach of making high quality items - I have always been confident in what I’m making and I know people want to buy it. So as more and more people were seen in public wearing my merchandise or posting on social media word-of-mouth helped spread awareness. It’s a different game when you’re not begging people to like something and it naturally happens.
It never mattered if people were into the merchandise I was making because after all I was, and still am, creating it for myself :)
Results
Good Vibes Only Club originated as a self-initiated goal to create merchandise that I personally would wear. The only result I’m looking for is if I’m happy with what I’m making, so yes the goal was/is accomplished.
