Casual txiv neej sawv pem toj siabhttp://www.twodozendesign.info/i/1.png
txais
Raws li tus neeg muag khoom paub txog kev hnav rodeo, Boot Barn Holdings tau sib cav hauv nws tus kheej Wall Street rodeo, sim caij lub khw muag nyuj tam sim no. Lub chute tau qhib thaum kawg Lub Peb Hlis 2020, thaum Boot Barn tau ua lag luam nyob ib puag ncig $ 12 txog $ 13 ib feem. Tam sim no nws tau ua lag luam ntau dua $ 110.
Nws tau muaj kev caij tsheb zoo heev, nrog kev muag khoom xav kom ncav cuag $ 1.4 nphom rau kev siv nyiaj xyoo 2022, uas yuav kaw thaum kawg lub Peb Hlis 2022. Nyob rau hauv nws lub quarter thib peb tsis ntev los no 2022, xaus rau lub Kaum Ob Hlis 25, 2021, kev muag khoom yuav tsum siab tshaj $ 486 lab, nce 71% tshaj. Tib lub sijhawm ob xyoos dhau los, ib zaug nyiaj txiag ua ntej tau nce siab.
Bragging tias nws lub tuam txhab tau ua tiav CAGR ntawm 22% txij li xyoo 2013, CEO Jim Conroy tau hais nyob rau lub lim tiam no lub rooj sib tham ICR, "Feem ntau cov tub ua lag luam nyob hauv Boston lossis New York, Los Angeles lossis San Francisco. Peb txhawb kom lawv saib sab nraum lub qhov rais thaum lawv ya ntug hiav txwv mus rau ntug dej hiav txwv vim tias tau tsib teev, lawv tau saib xyuas cov neeg siv khoom uas hnav Boot Barn khoom. "
"Nws yog kev lag luam loj uas tau muab zais rau hauv qhov pom tseeb rau ntau xyoo lawm," nws hais ntxiv, raws li nws tshaj tawm tias Boot Barn yog tus thawj coj hauv qeb ntawm $ 20 billion niche lag luam.
Boot Barn lub hom phiaj kev ua lag luam suav nrog tsis yog tsuas yog cowboys ntawm ranch thiab cov txiv neej ua haujlwm thiab cov poj niam tsav tsheb ncig hauv cov tsheb thauj khoom hla lub teb chaws thiab nws tsis yog tsuas yog tus tub zoo-ole lossis gal lub teb chaws suab paj nruag lossis NASCAR cov kiv cua ib yam, tab sis leej twg xav tau channel lawv. tus kheej "Yellowstone" saib hauv nroog.
Paramount's "Yellowstone" series, tau teeb tsa hauv Montana thiab ua yeeb yam Kevin Costner, tau ua rau muaj kev cuam tshuam, nyiam cov neeg siv xov tooj ntau tshaj plaws rau nws lub caij thib plaub kawg thaum pib lub hlis no txij li "The Walking Dead" premiered in 2017. What "Sex and the City" tau ua rau kev zam siab, "Yellowstone" tau teeb tsa ua rau Boot Barn-style sab hnub poob hnav.
Tsawg kawg yog kaum xyoo dhau los, ntev ua ntej "Yellowstone" debuted, Boot Barn tau ua tiav tib lub tswv yim, Conroy piav qhia, thaum nws tau piav qhia txog lub tuam txhab "kev tsim txiaj ntawm kev loj hlob."
Tsib-pronged virtuous voj voog ntawm kev loj hlob
Nws pib nrog nthuav dav cov neeg siv khoom los ntawm nws cov keeb kwm Western thiab cov neeg siv khoom ua haujlwm rau cov neeg siv khoom nyiam nyiam kos rau nws cov cowboy-chic.
Conroy tau hais tias "Thaum lub lag luam no [keeb kwm] loj txaus hauv nws tus kheej txoj cai, peb txiav txim siab peb xav mus thiab nrhiav kev lag luam loj dua," Conroy hais.
Qhov ntawd yuav tsum tau kho lub hom phiaj kom nyiam cov neeg siv khoom tshiab yam tsis muaj kev cuam tshuam nws txoj kev ntseeg siab. Yav dhau los, nws tau txhawb nqa hnyav heev thiab tsom teeb rau cov npe tshwj xeeb. Nws tau rub rov qab rau ntawm lub reins ntawm kev tshaj tawm kev muag khoom kom tsav ntau tus nqi muag khoom thiab txhawb nqa nws qhov kev nthuav qhia. Nws tau hais tias "Peb tau hloov pauv tag nrho qhov zoo thiab kev xav ntawm peb qhov zoo nkauj," nws hais.
Xav txog qhov kev nthuav qhia siab, Boot Barn yog ib qho ntawm thawj tus kos npe rau cov neeg caij tsheb muaj npe Bonner Bolton los ua qauv rau nws qhov kev hloov kho tshiab. Bolton tau dhau mus dhau los ua lub ntsej muag rau Tom Ford tus tshiab western-inspired cologne "Ombre Leather."
Nws kuj tau nthuav dav nws cov khoom muag los ntawm cov tub ntxhais Western khau boots, ris tsho hauv qab thiab kaus mom rau hiking boots, knit shirts, pob kaus mom thiab mos mos moccasins.
Rau cov poj niam, nws tau nthuav dav xaiv los ntawm cov tsoos Western mus rau ntau fashion-forward, aspirational zoo nyob rau hauv lub Wonderwest hom. Nws lub vev xaib tseem suav nrog qhov txuas mus rau "Fashion Show."
Niaj hnub no, kwv yees li ib feem plaub ntawm nws cov neeg siv khoom sib xyaw yog cov poj niam, yog li nws muaj ntau chav loj hlob nrog nws.
Tom qab ntawd los txhawb nws cov neeg siv khoom sib xyaw ua ke, Boot Barn tam sim no kho cov neeg siv khoom sib txuas lus rau lawv cov kev xav tau tshwj xeeb. "Yog li yog tias lawv yog cov neeg ua haujlwm nyuaj, cov neeg ua haujlwm xiav-dub, lawv yuav hnov txog feem ntau ntawm kev ua haujlwm ntawm cov khoom. Yog tias lawv yog cov neeg siv khoom zam ntau dua, lawv yuav tau txais ntau yam ntxiv txog kev zam ntawm kev lag luam, "Conroy piav qhia.
Nws cov khw muag khoom tau txais kev hloov pauv ib yam nkaus kom coj lawv "mus rau xyoo pua 21st," nrog rau kev saib zoo dua thiab txhim kho cov neeg siv khoom.
Los ntawm lub quarter thib plaub ntawm 2018, Boot Barn qhov kev hloov pauv tau pib tsav ob tus lej tib lub khw muag khoom (SSS) kev loj hlob. Qhov kev loj hlob nce ntxiv mus txog thaum Covid kaw cov khw muag khoom hauv lub quarter thib plaub 2020. Tab sis tom qab ntawd los ntawm lub quarter thib plaub 2021 ob tus lej SSS kev loj hlob rov qab los thiab nws tau txuas ntxiv mus rau hnub tim.
Lub neej tom ntej zoo li cas
Saib rau pem hauv ntej, Conroy pom txoj kev ntev mus txuas ntxiv nthuav dav kev lag luam los ntawm nws tam sim no 289 lub khw muag khoom hauv 37 lub xeev - New York tsis yog ib qho ntawm lawv - mus txog 500 lub khw lossis ntau dua.
"Peb tau hu tawm tias 500 lub khw yuav yog lub khw muag khoom, tab sis txhua yam peb pom tau hais tias peb tuaj yeem loj hlob mus rau ntau dua 500 lub khw," nws hais tias, raws li nws kuj tau sau tseg tias tsis muaj qhov pom kev noj haus thaum qhib khw hauv khw muag khoom uas twb muaj lawm.
Piav tias nws cov qauv ua haujlwm los qhib lub khw tshiab 10,000 sq. ft. yog tias nws ncav cuag $ 1.7 lab hauv cov nyiaj tau los nrog peb lub xyoos them rov qab, Conroy tau hais tias nws qhov kev paub tsis ntev los no tau tawg tus qauv ntawd tawm hauv dej.
"Yog tias peb saib kev lag luam hauv 18 lossis 20 lub hlis dhau los, cov khw muag khoom tshiab uas peb tau qhib tsis yog qhov nruab nrab $ 1.7 lab. Lawv tau kwv yees li $ 4 lab, "nws hais ntxiv, "Lawv tsis them rov qab rau peb xyoos. Lawv tau them rov qab hauv ib xyoos lossis tsawg dua. "
Kev loj hlob ntawm nws txoj kev lag luam omnichannel kuj tseem yog qhov tseem ceeb, txawm hais tias nws tseem tsom mus rau kev siv nws cov digital muaj nyob hauv "ntev tus Tsov tus tw" los tsav tsheb mus rau nws lub khw.
"Peb txoj kev lag luam yog kwv yees li 85% khw muag khoom thiab 15% hauv online thiab qhov feem pua ntawm cov khoom ntawd tseem nyob twj ywm rau ntau xyoo ua ke," nws piav qhia. Hauv peb lub hlis twg tsis ntev los no, kev muag khoom hauv online sawv cev 16% ntawm nws tag nrho, tab sis nws loj hlob 69.3% tshaj li ob xyoos dhau los.
Boot Barn yuav txuas ntxiv nthuav nws cov khoom lag luam, tam sim no 49% khau boots, 35% apparel thiab 16% kaus mom thiab lwm yam khoom. Kev loj hlob ntawm cov npe tshwj xeeb tseem yuav pab coj cov neeg siv khoom.
Twb tau, peb lub npe tshwj xeeb - Cody James thiab poj niam-centric Shyanne thiab Idyllwind, headlined los ntawm Miranda Lambert - yog ntawm nws tsib lub npe ua yeeb yam, nrog rau Ariat thiab Wrangler. Niaj hnub no cov npe tshwj xeeb sawv cev tsuas yog qis dua 30% ntawm kev muag khoom thiab peev Cowen pom txoj hauv kev kom ncav cuag 40% mus rau 45% nyob rau lub sijhawm ntev.
Thaum kaw nws qhov kev nthuav qhia ICR, Conroy tau hais tias, "Thaum kuv pib ua ntej, peb nyob ntawm rau lub khw hauv yim lub xeev, tag nrho sab hnub poob ntawm Rocky Mountains."
"Peb muaj ntau lub zog kom loj hlob," nws hais, taw rau omnichannel muaj peev xwm tsav tsheb mus rau cov khw muag khoom thiab mus cuag cov neeg siv khoom dhau ntawm nws lub khw. Qhov tseeb thiab txoj cai ntawm Boot Barn tsis muaj lus nug thiab pab nyiam cov neeg siv khoom tshiab thiab tsim kev ncaj ncees ntawm cov neeg siv khoom uas twb muaj lawm.
"Ib lo lus uas piav qhia txog Boot Barn zoo yog muaj ntau haiv neeg. Peb muag rau txiv neej, poj niam thiab menyuam yaus. Peb txoj kev loj hlob tau raug tsav los ntawm kev lag luam thiab kwv yees li ib nrab ntawm peb txoj kev loj hlob ntawm kev lag luam yog tau tsav los ntawm lub tswv yim ntawm kev tawm mus thiab nrhiav cov neeg siv khoom tshiab. Kuv pom muaj peev xwm loj hlob mus rau yav tom ntej hnub no raws li kuv pom hnub kuv koom nrog lub tuam txhab, "nws xaus lus.
Tau qhov twg los: https://www.forbes.com/sites/pamdanziger/2022/01/14/boot-barn-has-struck-gold-in-fly-over-country-a-20-billion-market-that- feem ntau tsuas yog saib-down-upon/