online,” says Sam Kennedy, editor-in-chief
at Techweek, a leading tech media and events
Techweek’s events bring together fledging
startups, emerging growth companies and
titans of technology, including: Facebook,
Google, Microsoft, Uber, Dropbox, Dell,
GILT, Bonobos, reddit, and Salesforce — to
name a few.
One brand that has successfully harnessed
the millennial generation online is Los Ange-les-based clothing line Show Me Your Mumu.
“Mumu is a great story,” says Louis Hoffer, vice
president of e-commerce for the company.
“When I first got access to the Google Analyt-
ics numbers, I was blown away by the amount
of interaction and the amount of revenue
coming out of the site for having almost no
investment in digital marketing outside of or-
The brainchild of two young entrepre-
neurs, Cammy Herbert and Cologne Schmidt,
Mumu began as ambitious idea in 2009 that
today has blossomed into a multimillion-dollar
clothing empire. Mumu is a perfect example
of a company that brilliantly utilized the In-
ternet to grow a loyal following, brand, and
“What you want is a core set of customers
who are loyal,” Hoffer says. “The unique side
of this brand is the passion that we’re getting
from the core customer. I’ve never really seen
this with any brand.”
Digital Hot Buttons
How does one convert evangelical brand
loyalists into online sales?
“Because they’re so passionate, they definitely leave a customer service paper trail of
what they want. We’re trying to get as much
feed back as possible from all those users from
social channels, online chat, and customer
service e-mails, and then just taking a lot of
things that make sense and reapplying, investing and implementing what customers want
back into the site,” says Hoffer.
He notes that when you’re getting multiple
requests or questions about the same thing, it’s
probably worthwhile to invest in that change.
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