Dry Bar makes it very clear what they do, and they’ve distinguished themselves in the marketplace by achieving just that. They’ve experienced explosive growth. Opening their first store in 2009, they are now close to 70 locations across the country. Their annual revenue now exceeds 70 million, a forth of which comes from their snazzy branded products from blow dryers to dry shampoos – products designed to replicate the experience at home.  In this article, we take a close look at why I’m chunky peanut butter and jealous of this amazing brand, and of course, we’ll examine how DryBar achieved CLARITY and thrived as a juggernaut in the marketplace.
 

THE RICHES ARE IN THE NICHES

Drybar has only ever offered styling services – “no cuts, no color, just blowouts,” as its tagline reads.  In a recent Forbes interview, founder Alli Webb states, “We did in fact change behavior. It’s such an easy luxury that can change your day. The awareness of this category wasn’t there before.” For today’s on-the-move female superheroes, this is a great convenience. Imagine if you have an important event or date after work…just stop by the bar, get glammed up and impress the hell out of your potential client or undeserving urban douchebag.
 

PRICE IS NICE!

For your basic blowout, you’re paying $45 for about 45 mins. – 1  hour of the stylist’s time. Not only is this reasonable, but it’s also quite impressive considering a brick-and mortar’s cost of operation, which includes employee salaries, rent (in a posh neighborhood), supplies, products, utility bills, accounting, taxes, insurance, marketing, R&D, content, backend operations, and also recouping your typical brick-and-mortar set-up costs such as architect, contractor, and interior designer fees, furniture, lighting, etc. Of course, we can’t count on customers to take these factors into consideration, but the pricing model is obviously working. For those who might think the pricing is high, Webb makes a great point, “We’re selling confidence, and that’s worth more than $45.”
 

IT’S SUNNY EVERYDAY

From their in-store experience to their online experience, Drybar champions an impenetrable brand sensibility and aesthetic that should be praised and emulated by branding institutions and agencies. Their use of signature colors, canary yellow and bold gray, are ubiquitous. They use creative naming conventions for their blowouts, names like “Mai Thai” and “The Cosmo.” Their product line follows suite, enforcing brand culture. Go into one of their stores, check out their website, social media channels, and window shop their products; you’ll notice a brand ethos which gracefully, synergistically, and consistently spans all touch points, appearing effortless and organic, as opposed to calculated and methodical.
 

A SECOND HOME

Walk into a dry bar, and you’ll immediately notice a sense of comfort, cleanliness, and happiness.  Their locations are smartly designed, down to their floral arrangements, vases, and stylist aprons.  Champagne and/or coffee are offered on arrival along with trays of mini cookies; there are subtitled chick flicks playing on flat-screens as well. Add a friendly and welcoming staff to boot, and you’ve created an experience.
 

EDUCATE, DON’T DEFECATE

In today’s ecosystems, brands are expected to give back more than ever.  Many do so in the form of educational content, but the content can’t be directly self-serving, or “appear” as if it is.  Dry Bar’s youtube channel is an excellent brand touchpoint that benefits both user and brand. It teaches you how to achieve in-store styles in the comfort of your own home. Does this compromise DryBar’s business model, which requires foot traffic? Not really. They’re promoting their products in these videos, products which now account for one-fourth of all sales. Make money money. Make money money monaaayyy. Shake, shake, shake your money makahhhh. Ok. I’ll stop, unless you need more pop music references. You can email me here.
 

BRANDSCENDENCE

It’s imperative these days for a Brand to transcend beyond its perceived borders. Drybar has created a great line of products. Staying in line with their cleverly names blowouts, these hair accessories (blow dryers, pastes, and dry shampoos) are branded to perfection with cute names such as “Chaser,” “The Bouncer,” “Buttercup,” and “Whiskey Fix.” You can find these on their website, in their stores, and also at Nordstrom’s and Sephora.

Drybar remains one of our favorite brands, and we admire their vision, creativity and originality.  There’s no doubt they’ve achieved the pure and beautiful state of CLARITY.

Written by Sasha Shemirani, Creative Director, HDK media
 


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