MADE IN COLORADO: VOORMI
A 10 part series on Colorado brands making a statement in their respective fields. Brands being discusses include – Voormi, Kong, Osprey, Stem Ciders, Big Agnes, Melanzana, Otter Box, Sea to Summit, Smartwool and Chaco.
Voormi: Located in Pagosa Springs, CO
Let’s first start with the name, Voormi, correctly pronounced, “Vor-Me.” Voormi is a made name up for a mythical mountain creature. Voormi was founded by former Microsoft Manager turned entrepreneur, Dan English and the company is headquartered alongside the rugged San Juan Mountains in Pagosa Springs, Colorado. Voormi is on a mission to change outdoor apparel industry! Dan and his crew have been working for years to push the boundaries of natural fibers found in Merino Wool to offer high quality performance apparel for both men and women.
Overall when I look at Voormi’s marketing I am pretty impressed and I am inspired. Starting on their website I thoroughly enjoy seeing Colorado passions coming through. Imagery of craft beer, rugged mountain men with their breads and folks mountaineering all wearing Voormi gear show the versatility of their apparel. I am also a fan of brands that highlight bad ass ladies in their element and Voormi does a decent job appealing to their female market. Like any standard shopping platform products are placed throughout the site within a carousel layout.
When you scroll to the lower section of the site is where you find the gold! Voormi encourages people to share their stories and highlights these advocates on their home page! This is valuable real estate for any company and the brand shows you who they hold close. Not only is this approach great for user generated content, but Voormi is using these people for their SEO and as another outlet to show product offerings affiliated with the image! What a great strategy.
What also stands out for me about their website is the story telling and emotional connection I feel towards the brands even though I could never imagine ice climbing! The connection created from mere imagery shows that Voormi knows their audiences and their audience doesn’t want to be force clothing by models who would never be seen in these elements, they want to imagine themselves in that environment. This approach smells of integrity. Very smart move, Voormi!
I truly believe in criticism because everyone can improve! I’d like to see more video content, I am thinking “Voormi Porn!” Show me video of these people getting after it in Voormi gear. Also, Dan, let’s get you blog! In a dream world, I would like to see what Dan is doing and where the company is going. I want to buy in to this brand and when you do this; my brand affinity will be off the charts. Millennial's are changing up the market, for the better, and this connection is what is going to make Voormi a long lasting brand within the outdoor community.
I stopped by the Voormi store in Pagosa Springs a few weeks back and I immediately felt historic Colorado from the entrance through to the former bank safe turned changing room. Once again giving me a rugged Colorado feel which ties directly to the feeling their website creates. Half of the store is a workshop and the other half showcases their product. The displays have rugged edges and the Voormi logo is everywhere. The young lady working was so very friendly and explained how Voormi creates every piece at their workshop which makes it easy to get alterations done or repairs if you need. Honestly, I wanted this girl to be my friend! She was decked out head to toe in Voormi and she made it look so authentic. I inquired if Voormi was going to SIA or OR (industry trade shows) and she explained those shows are focused on more mass produced items and that Voormi has a few venders and that suits them. I truly appreciated this answer – don’t be someone you’re not.
Obviously marketing is more than tradition advertising and having a website and social channel, the experience created in a brick and mortar store made me invest more in to the brand and what they are trying to create. I left the store with the women’s River Run Hoodie, a baselayer that I now have an unhealthy relationship with. Thanks…
I haven’t seen any traditional marketing items from Voormi so I am unable to critique this side of their marketing.
For a small business I think Voormi has made some very smart and strategic decisions in terms of marketing. They know the exact target market they are looking for, they are engaging consumers online, they are telling their story, they are staying true to their roots and based on the products in their store they are converting a lot of sales! Voormi, nicely played!
Do yourself a favor and go online and let me know your thoughts on Voormi! Visit Voormi.com or check out their social handles - @voormi
*Please note I have not been paid by or sponsored by the aforementioned brands. All thoughts and opinions are my own.