Represents $130M Marketing Funnel
How Represent & 247 is Dominating the Fashion Industry
Represents is on a mission to become the best brand in the world, and their $130M marketing funnel is a testament to their success. At Apostle Movement, we’ve dissected their strategy to understand how they’ve achieved such remarkable growth.
Represent’s Omni-Channel Consistency
The standout feature of Represents is their consistent brand presence across all channels. While “omni-channel” is a buzzword in retail, Represents excels in this area. They seamlessly integrate social media and deeper funnel strategies, blending top-of-funnel social content with detailed product capsules and studio imagery.
Although Represents doesn’t focus on TikTok or traditional marketing mailers like Klaviyo, they effectively use email for early access to drops. This strategic choice highlights their success in building a dedicated following through their chosen channels.
For athletes and affiliates, Represents doesn’t rely on mainstream athletes; instead, they target niche sports like HYROX and Crossfit. This focus allows them to outshine competitors like Puma and Reebok in these specific areas.
Paid Ads
Represents leads in e-commerce with diverse Meta paid ads, ranging from vertical reels to landscape product shots. Their ads cover everything from cinematic videos to still images, showcasing their innovative approach. They also niche up on using “hybrid training” as their core selling message for 247.
247 Run Club Activations & Pop Up stores
Represents’ activations create a strong sense of community, with fans often seen wearing their merchandise. This consistency in media and branding helps reinforce their cult-like following.
Their pop-up stores have meticulous attention to detail and are the “pop-up” (short stay) feature drives more attention across a shorter time period.
YouTube: Represents Behind the Brand YouTube Series
Represents excels on YouTube with their Behind the Brand series. This deep funnel content connects viewers to the brand’s story, driving engagement and conversions. There’s deep knowledge behind each of their episodes that you’d typically go to business or design school to learn.
By using YouTube (long form video) as one of their pillars they’re able to create a much deeper relationship with the viewer.
George Heaton in podcasts as their golden boy
The transparent leadership of founders George and Michael has attracted global attention. Their approach to PR has made Represents a prominent thought leader in the industry. When we listened to George’s episode on DOAC, we were moved with how vulnerable he was about their business journey and that he isn’t the typical “businessman” and needed to step out of that role in order for Represent to grow where it is today.
Social Media Excellence
Represents’ social media feed stands out for its consistency and innovation. They have an incredible strategy of capturing the worlds leading athletes (footballers like Vini Jr) and celebrities (Jack Harlow) sporting Represent in the “public” image. This creates trust with the viewer knowing that some of the world’s most famous people are choosing to wear Rep when they’re out.
We spent a couple of days dissecting their funnel into a Miro board for you to explore below. Enjoy!
