As ecommerce has become more prevalent, customers are catching on to some of the more suspect aspects of product marketing. They’re starting to notice that when you look for something like furniture online, you’re seeing a lot of the same exact products just branded slightly differently. Companies are using the same materials, the same suppliers, and selling the same or only slightly differentiated products, so the question for brands is, what do you do to stand out? For, Jiake Liu, the co-founder and CEO of Outer, the answer was simple: actually do something different. Outer is the first sustainable consumer brand for outdoor living with a core focus on material science, which, according to Jiake, is only one of the ways that Outer is separating itself from the competition. 

On this episode of Up Next in Commerce, Jiake and I talked about all the ways brands should be thinking outside the box, why problem-solving should be the number-one driver of product development, and how Outer is hoping to be part of the evolution of retail. Enjoy this episode.

Main Takeaways:

• Make Your Mark: There are industries that you think are saturated, but when you look closer, it’s plain to see that there are no brands truly owning the space. Marketplaces and retailers may be offering products, but no single brand of products truly stands out. This kind of situation is more common than you think, and when you spot the opportunity, you have a chance to differentiate yourself and create a foothold that could propel you forward.
• Function Over Form: It’s always great to have a beautiful product, but too many companies focus on creating something with a beautiful design rather than a problem-solving function. Even in areas where you might not think there are too many problems to solve — like with furniture — there are still painpoints the need only a simple fix that could make your customers’ lives easier. And in doing so, you win their loyalty. 
• It’s an Evolution: A lot of people are talking about the death of retail, but in reality what is happening is actually the evolution of retail. Brands are reimagining the retail experience and creating new, unique ways to engage with customers in a retail setting. As such, retail i not going away, but only the brands that are thinking big and evolving in the space will have success in the future.

For an in-depth look at this episode, check out the full transcript below. Quotes have been edited for clarity and length.

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For a full transcript of this interview, click here.