Commando - How Commando Redefined Intimate Apparel

The Story of a Brand

Ramon Vela

Business, Entrepreneurship

5 • 145 Ratings

🗓️ 13 August 2024

⏱️ 61 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In this episode of The Story of a Brand Show, I interview Kerry O’Brien, CEO, Founder, Head Designer, and the visionary behind Commando.

Kerry shared her journey from working in corporate communications to revolutionizing the intimate apparel industry with her innovative approach to fabrics and design. We discussed how her Vermont roots and entrepreneurial spirit shaped her path, leading her to create a brand that prioritizes comfort, confidence, and quality above all.

In this interview, she opens up about the challenges she faced in bringing Commando to life, including the early struggles of introducing her ideas to the market and the bold decisions that helped the brand grow into a beloved name in fashion.

Key Moments in the Podcast:

- Kerry shares how her Vermont upbringing and corporate background influenced the creation of Commando.

- The pivotal moment when she decided to leave her corporate job after September 11th to pursue her passion for fashion.

- The innovative approach to fabrics that sets Commando apart in the intimate apparel industry.

- The challenges of launching a brand in a highly competitive market and how she overcame them.

- Kerry’s advice for entrepreneurs: the importance of asking for help and staying true to your vision.

Join me, Ramon Vela, and Kerry O’Brien as she shares her entrepreneurial journey, offering lessons and inspiration to anyone looking to turn their passion into a successful business.

Don’t miss out on this fascinating conversation!

For more on Commando, visit: https://www.wearcommando.com/

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Today’s Sponsors:

Compass Rose Ventures - Advisor for CPG Brands: https://compassroseventures.com/contact/

Compass Rose Ventures can help your CPG brand increase customer lifetime value, Expand into the US market, Create an omnipresent omnichannel footprint, Optimize customer journeys, Build brand communities, and more. Visit the link above.

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SARAL is the all-in-one influencer platform that finds brand-aligned creators, automates outreach, and manages everything in one place. Try it risk-free with an extended 14-day trial, exclusively for The Story of a Brand Podcast listeners. Start today! Visit the link above.

Transcript

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0:00.0	people were not thinking of technical fabrics and intimate apparel. They were focused on those three
0:06.9	categories that I discussed. Like, is it sexy enough? Is it, you know, is it shaping enough? But meanwhile,
0:13.0	in the athletic industry, technical clothing was really taking off. Does it breathe? Does it
0:18.9	wick? Does it stretch? Does it move with her as she's
0:21.3	running? And I started saying, why isn't there this technology transfer between these very
0:27.0	technical fabrics that are sometimes used in athletic wear to intimate apparel? And I really think
0:33.9	it's because I was not in this industry. I was not formally trained. I did not go to
0:41.1	FIT, which would have been fantastic, I suppose, but I had, I thought I was going to be in business
0:46.4	and I was for, I thought I was going to, you know, do business communications and I was for a while.
0:51.0	So I think it's because an outsider I was able to look at an industry and ask the
0:55.2	obvious questions.
1:06.8	Hey, everyone. This is Ramon Vela, and this is another episode of the story of a brand.
1:11.6	Like always, we have an amazing guest and brand that we're going to feature on today's show.
1:15.6	But before we do, hi, I speak to hundreds of founders and CEOs of CPG brands each year.
1:21.9	And they are facing unprecedented challenges from changing consumer behavior, inflation, electioneer anxiety,
1:30.2	the cost of capital, and more. However, finding an experienced knowledgeable advisor
1:35.5	shouldn't be challenging. And that's why I'm personally recommending that you reach out
1:41.5	to Compass Rose Ventures, whether you're looking for help positioning your brand
1:45.9	and messaging, diversifying your marketing portfolio, preparing for retail expansion, or
1:52.3	fine-tuning your existing retail strategy, or maybe preparing your brand and financials for
1:58.3	investors or acquisition. Simply visit compassroseventures.com.
2:04.6	That's compassroseventures.com to learn more.
	...

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