Scaling athleisure: outplaying copycat competitors
When scaling, copycats who undercut your price become a massive revenue threat. To outplay them, you must make your brand the only one that matters. A managed content network helps you do this by saturating organic feeds with your unique brand voice and high-quality content. This volume of presence makes your brand the authority, making price comparisons irrelevant for your customers who want the real thing.
in one network
from your videos
go live
Athleisure brand, scaling: copycat competitors undercut on price.
The trap of competing on price
Copycats rely on the fact that customers will look for the cheapest option. Your job is to make sure your customers aren't just looking for the cheapest option, but the *right* option. You need to scale your brand presence until it is impossible to ignore. If you are only visible in one place, they can outbid you or show up next to you. If you are visible everywhere, you own the category. You need to scale your organic presence to be as pervasive as possible, establishing your brand as the true leader in the space.
Scaling with a managed content network
A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This system allows you to build a massive, organic moat. You can scale your presence as wide as you need, ensuring your brand is the one people associate with the style, quality, and community you have worked so hard to build.
Dominating the organic feed
The cost of this network is fixed and predictable, around the cost of one marketing hire. It is a highly effective way to defend your share and grow your brand at the same time. By dominating the organic feed, you make it much harder for copycats to get traction. You are not fighting them; you are outplaying them by providing so much value and visibility that they simply become irrelevant. This is how you win in a scaling environment, building a brand that is too big to be undercut.
Executing the scaling defense
Provide your best creative assets to your provider. They will scale your network to maximize your presence. Note that running many accounts with automation is against Instagram terms, some pages get banned, and TIDE replaces them. This operational detail is a small price for the consistency and scale you achieve. As the network pages start posting, you will see your brand becoming more and more dominant, making it easier for you to maintain your premium position and continue to scale your brand, despite the presence of low-cost copycat competitors.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on athleisure |
| Posts a day | 1 to 3 | Over 100 |
| Reach | The same followers | New pockets of buyers every day |
| Who runs it | Your team | The provider, end to end |
| Your part | Everything | Send content |
What you would send
Anything you already make for athleisure counts.
Scale your athleisure brand by using a managed content network to dominate organic feeds and make your brand the only one that truly matters.
Put your products on 50 pages.
Tell us what your athleisure brand sells and how you get customers today. We'll show you a live network and tell you straight if it fits. About the cost of one marketing hire.
Questions brands ask next
How do I maintain my premium brand image?
By controlling the creative that goes into the network. Ensure it is high quality and reflects the premium nature of your products.
Will this help with customer loyalty?
Yes. By building a strong, consistent brand presence, you deepen the connection you have with your customers, which is the best defense against competitors.
Can I target the copycat's audience?
By using the right content and hashtags in your network, you can reach the audience that might be looking at lower-cost alternatives and show them why you are the better choice.