Cormack: Brands should act as co-stars to their customers
Lyndon Cormack · Advice Line with Lyndon Cormack of Herschel Supply Co. · Feb 27, 2025 · at 4:57
Herschel Supply Co. co-founder Lyndon Cormack explains his philosophy on brand positioning and customer relevance across different demographics.
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“We've always wanted to be sort of a co-star in the movie. We didn't want to be the star of the movie, and we wanted the individual to be the star”
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More from Lyndon Cormack
Regional origin should be a secondary story for emerging apparel brands
“I would say Alaska is probably good. I would move it down to a secondary or third story and figure out what the story one and story two are, and then have that as the foundation or background for it.”
Multi-brand retailers validate new brands to consumers
“Their job as retailers and as merchants is to curate offerings. So if you're sitting next to other awesome brands, they're telling the end consumer that this brand is cool too.”
Trade shows were Herschel's entire initial retail launch strategy
“Our whole strategy was definitely going to trade shows. And it's where people congregate. It's where people after the trade shows have drinks at the bar if they drink or dinners. There's conferences around there. There's thought leaders in the space that usual…”
Vans sales contacts became Herschel's initial retail accounts
“Conveniently enough especially with how a brand like Vans bridged itself from action sports to fashion, we were already going to places and selling to stores that would ultimately end up being some of our first accounts.”
Herschel operated like a sneaker brand rather than a bag company
“In the early days, we act like, more like a sneaker company than we did a bag company, because that's more what we were into. And we weren't into how bag companies, especially in our price category, were acting. And I think that was an important distinction.”