Jess Fleischer admits that his brand – Son of a Tailor – wasn't initially a great success. But he and his team persisted. They followed customer feedback and built a better product for a very specific sort of customer. Five years later – based on the simple value proposition of custom, fitted and tailor-made T-Shirts – they've not only survived but thrived… and have weathered the COVID-19 crisis pretty well indeed. You'll learn about the consumer segment that buys a higher-quality, better fitting T-Shirt and what to do when your brand doesn't immediately find success in the market. Jess also gives some keen insights into how adding up "the simple things" can serve as an effective Unique Selling Proposition.