Why Irreverent Brand Wood Underwear Has Great Potential...
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Posted On: 8th May 2019
Terresa Zimmerman is an unlikely fashion pioneer. She’s not a trend
follower; she hates shopping. (In her former career, she was a B2B
consultant to non-fashion companies in metals and technology.) Yet about
eight years ago, brainstorming and networking with a lot of creative
talent,
Wood
was born: an innovative new concept for men’s underwear, shirts and
loungewear focused on luxury performance fabrics, comfort and
sustainability. “I wanted the brand to be irreverent and fun,” she
explains. “Being outdoor people and living in Hermosa Beach, a link with
the beach and ocean sports is a natural. It embodies our core values:
have fun, keep-it-real, aspire to push further no matter your sport,
level or age. Of course, we are also about fashion, or our slightly
irreverent take on it.”
As a woman,
she was initially skeptical of launching a men’s underwear brand, but
her
concerns were dissipated by lots of encouragement from her husband (who
loved
the product right away!) and by some solid market research indicating
that her
concept presented her, and the specialty stores she was targeting, a
huge
opportunity. “Stores make a lot of money selling socks; the
replenishment rate (and margins) are at least the same in underwear yet
at the time, there was minimal innovation and very few options. Between
the
basic multi-packs sold in discounters and the very expensive designer
product was
lots of blank space and lots of men missing out on great basics. I was
determined to make underwear the next go-to category.”