I can hear the web planning meeting in progress. Dark gray text on a black button? That’s just odd. See the “Add to bag” button? I almost missed it. Good clean checkout process with plenty of Express payment options. They do a good job of including video action snips in the product galleries. We are going to use this particular product page as an example, but what I am about to say now and later on applies to all of the product pages. Mnml puts the “Free Express Shipping,” “Hassle-Free Returns, and “Secure Checkout” claims right up front on the home page just below the fold. Even the best s=Shopify stores normally only put these things on the product and checkout pages. If you’ve been around a while, then you’ve heard me talk about risk reversal and trust badges. They are an office of a handful of people in Los Angeles watching what other do and then getting to market first with a heavy emphasis on social media and influencers. If you think about it, they do not create their own designs and they outsource all manufacturing. These guys are a marketing and logistics machine disguised as a Shopify online retailer. Yadda yadda yadda … custom theme … yadda yadda yadda, they’re wasting money, yadda yadda yadda … folks like this never listen. “LA” is the domain extension for the country of Laos. com domain, they purchase a “.la” domain. So instead of spending a load of cash on a fancy short. Their branding is based on Los Angeles (LA) urban chic. But to this day the founders try to remain anonymous. And since they got acquired about 6 months ago for a nearly $49 million, I’m guessing that they can live with a few rage posts and some hate mail from Gucci and Ralph Lauren. But it also means that they get covered in GQ magazine and such. Yes, that means that the big designer houses kinda hate them. MNML has replicated the styles and fabrics to a T and sell it themselves for sometimes s80% less. Do you want the Saint Laurent label? You’ll pay a lot. That means they find new, hot, trending styles and then make near identical version for their own label. MNML is what they call a “fast fashion” company.
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