Redbubble: Created to Create
Picture this: You’re about to enter your freshman year of college, and you purchase your first ever Apple laptop. You can’t wait to customize it to perfectly fit your personality. You log on to Redbubble.com, mosey on over to the popular sticker section, and “add to cart” to your heart’s content. A week later, your long awaited package comes, and you measure out where each one should go. Once happy, you gently press your palm on each sticker, sticking them to the laptop, which is now filled with an assortment of fun colors and quotes. Life is good.
“Redbubble was born in 2006 in Melbourne, Australia. The dream was simple. Give independent artists a meaningful new way to sell their creations. Today, we connect over 700,000 artists and designers across the planet with millions of passionate fans. A brave (and dare we say stylish) new world of self-expression” (Redbubble, n.d.) Everyone loves expressing themselves- I would say this is essentially who Redbubble’s target market is: young artists and consumers who long to express themselves through fun, creative visuals. Products offered on the website likes stickers, art prints, phone cases, and stationary are generally items that draw in a younger audience, I’d say ages 15–35 on average.
I think Redbubble does a fantastic job at catering to their target audience. Right when logging on to their website you’re met with the phrase “Find your thing: unique products designed and sold by independent artists” (Redbubble, 2021). Encouraging consumers to promote their identity through creativity comes through in this simple statement- I think that promoting creativity in their audience will both inspire them to create their own art on the site, as well as purchase it. Other ways that Redbubble targets to their audience, and ways that I believe that they should, include using their creativity-based platform as an opportunity to promote unique content and photos on social media, establishing a cohesive brand, like how they incorporate their main color, red, into their media, use relevant language like slang and emoji use to cater towards the young audience, and shouting-out the site’s artists to help them gain recognition, and show that the site respects their creatives. All of these aspects will make the website look well-established and welcoming towards young creators and consumers.
Redbubble’s most unique selling point is that they not only offer attainable art to consumers, but encourage creators to set up shop on their website, and use it as a place to promote their creativity. It’s incredibly interactive, making it unique, and not like any other shopping website. It’s important to have a selling point because it “defines your company’s unique position in the marketplace, getting at the heart of your business: the value you offer and the problem you solve. A strong USP clearly articulates a specific benefit — one that other competitors don’t offer — that makes you stand out” (Optimizely, n.d.). Essentially, having a unique selling point allows consumers to notice and understand why they should support your company compared to others, because it has that special something that they’re looking for.
References:
About redbubble. (n.d.). Retrieved March 21, 2021, from https://www.redbubble.com/about
Unique selling point. (n.d.). Retrieved March 21, 2021, from https://www.optimizely.com/optimization-glossary/unique-selling-point/