Bringing Together Content And Commerce In Men’s Fashion: JackThreads Founder Jason Ross (Part 6)

Sramana: What merchandise category is the most active for JackThreads?

Jason Ross: There is activity across the board. We have been very successful with t-shirts, pants, denim, accessories and watches. We sell products that are geared towards all aspects of a lifestyle and have seen interest across the board.

Sramana: You mentioned that you have your own studio. Do the brands have any problems with that?

Jason Ross: No. We do that so we can control how the brand is portrayed on our website. From day one I have invited the brands to have a say regarding how they are presented on our site.

Sramana: Do you have to send photographs to the brand for approval?

Jason Ross: No we do not. The brands we are working with today trust JackThreads as a brand. We have over 300 brands today and we have a solid reputation. We keep an open relationship with the brands and are willing to let them have a say in how we represent the merchandise. We have actually had brands that we work with refer other brands that they are close with to JackThreads as well.

Sramana: Today you have 300 brands and a great relationship. Did you have an issue with photography representation of products when you were just starting up? Extremely high end brands are very sensitive to that issue.

Jason Ross: No, that has never been an issue. In the beginning we had six brands and it was very easy to have a phone call with each one. We invited them to check our site out and I never received negative feedback about the photography. Even today when an event goes up a person from the brand checks that site out. If they have an issue with photos we can make that change.

Sramana: What do you think about merging content, commerce, and community within one integrated user experience? What are you doing in regards to that strategy?

Jason Ross: Today we are a pure e-commerce site. I don’t want to create a confusing message for our audience by adding too many pieces. We want to sell product and we want our audience to find great products. I think giving the user more targeted messages based on their JackThreads shopping history is in our future. We have a members only community and we know what our shoppers are interested in and what they are recommending for their friends to buy.

We need to have technology in place to identify and message a member when we have an event based on a certain brand that the member has purchased in the past. That is one component of where we need to go. Suggested selling is another component we need to add. We need to recommend other items that might interest the user.

Sramana: Do you have the technology for recommended shopping?

Jason Ross: We are exploring recommendation technology right now. We are not doing it yet but it is in the works.

This segment is part 6 in the series : Bringing Together Content And Commerce In Men’s Fashion: JackThreads Founder Jason Ross
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