Over thirty years ago, business visionary Peter Drucker stated, “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” I believe this is just as true today.

We know how important innovation is to your business. There are continuous technology driven breakthroughs in intimate apparel and legwear products. From advances in fabrics and finishes to wires and pads, there is a constant initiative to develop and use technology in new ways and create something more. More comfort, better fit, added breathability; whatever it is you create, you keep finding ways to make your products better, faster and wiser while using fewer resources.

We see continuous and deepening investments in product innovation, but where is the other half of the pair? Where is the emphasis on marketing? Through our process, we come across different departments that execute some form of creative, but it’s staggering how few businesses dedicate resources to or even truly understand what marketing is.

Marketing can be difficult to define and harder still to understand. Marketing isn’t just promoting something; at least good marketing isn’t. It’s the way we connect to our customers at every touchpoint. Marketing is like air, marketing is everything. Marketing is the DNA of every aspect of your business and what makes your products, communications and innovations your unique story.

One definition of marketing that really resonates with me is from visionary leader and Strategic Coach founder Dan Sullivan. His definition of Marketing: “Getting people intellectually engaged in a future result that’s GOOD for THEM, and getting them to emotionally commit to take action to achieve that result.” This definition completely transformed my own negative misconceptions around marketing and redefined it to be something I am now driven by.

From what we see at a macro-level, hosiery and intimate manufacturers are quick to be on trend from a fashion standpoint but continue to use antiquated ways of marketing who they are and what they do. Fewer still depict their product innovations with clarity or define who it is they are trying to reach.

Are you stuck, or hitting a plateau in your business? If you are concerned about your current strategy or are looking for ways to take your business to the next level we’d love to connect and discuss the possibilities.