Threadless Case Study
THREADLESS :
By Qaiser Upadhey Ved Prakash Shukla Sumeet Malhotra
The Business Of Community
• • • •
Threadless.com, the online, Chicago-based t-shirt company Established in late 2000 Workforce 30 persons The company, run by
Jake Nickell (Chief Executive Officer), Jacob DeHart (Chief Technology Officer), and Jeffrey Kalmikoff (Chief Creative Officer),
• Threadless did not have internal designers but via their Website by enabling anyone to submit designs for t-shirts and asking its community of more than 500,000 members to help select winning designs.
Business Model
•
Traditional Model:
In Threadless’ members of the community/anyone submit t-shirt designs which the rest can comment and score from 1-5. The top scoring designs are usually then manufactured and sold in limited quantities on the site. The winning designer receives $2000 in exchange for the rights to the design (and an additional $500 as threadless gift certificate). • All printed designs typically sold out, and were then retired from the active catalog to make room for new designs. • Web as the basis for interaction between Threadless and its community • The innovation and product development process as well as consumer shopping were enabled by the Internet.
Products
• Are available in 3 catagories as “guy”, “girly”, & “kids” • Priced from$15 to $40 • Cost comes to approx. $5 to $7 • Threadless T-shirts were discounted to $10 during four major sales per year.
Threadless Community & Designs
• 500,000+ community members • Different types of people in community such as designer, students etc. • Buyer
Buy from a range of new design
• Designer
Practice design skills and get feedback on them $2000 cash for winning designer $500 in threadless gift certificate Winning designer got life membership in " Threadless Alumini Club" The designer and the company retain to the design
Threadless Community & Designs- Conti…..
• Blogger:
Disscuss their life Critique other
By Qaiser Upadhey Ved Prakash Shukla Sumeet Malhotra
The Business Of Community
• • • •
Threadless.com, the online, Chicago-based t-shirt company Established in late 2000 Workforce 30 persons The company, run by
Jake Nickell (Chief Executive Officer), Jacob DeHart (Chief Technology Officer), and Jeffrey Kalmikoff (Chief Creative Officer),
• Threadless did not have internal designers but via their Website by enabling anyone to submit designs for t-shirts and asking its community of more than 500,000 members to help select winning designs.
Business Model
•
Traditional Model:
In Threadless’ members of the community/anyone submit t-shirt designs which the rest can comment and score from 1-5. The top scoring designs are usually then manufactured and sold in limited quantities on the site. The winning designer receives $2000 in exchange for the rights to the design (and an additional $500 as threadless gift certificate). • All printed designs typically sold out, and were then retired from the active catalog to make room for new designs. • Web as the basis for interaction between Threadless and its community • The innovation and product development process as well as consumer shopping were enabled by the Internet.
Products
• Are available in 3 catagories as “guy”, “girly”, & “kids” • Priced from$15 to $40 • Cost comes to approx. $5 to $7 • Threadless T-shirts were discounted to $10 during four major sales per year.
Threadless Community & Designs
• 500,000+ community members • Different types of people in community such as designer, students etc. • Buyer
Buy from a range of new design
• Designer
Practice design skills and get feedback on them $2000 cash for winning designer $500 in threadless gift certificate Winning designer got life membership in " Threadless Alumini Club" The designer and the company retain to the design
Threadless Community & Designs- Conti…..
• Blogger:
Disscuss their life Critique other