Bonobos CEO Micky Onvural took the reins from founder Andy Dunn in 2018. Here's her approach to the new position.
We started to dip our toe in the water with extended sizes, in terms of extending the size profile of our customer. We started experimenting with new shopping models in a couple of different ways. We, last summer, did the Guideship, which was essentially an RV that we took to various university campuses.
This idea of creating a world where we all fit and making a stance and standing for something so that consumers can navigate to us is something that we started last year with the"Evolve the Definition" [campaign] and really continued into Women's History Month last month with this whole push around our allyship and how men can help lift women up in the fight for gender equality. So that's the other stuff that you'll see us continue to do.
So, great-fitting pants means self-confidence, means self-expression whoever you are, and we need, at the same time as getting the individuals in that position of confidence, to create a culture where people can truly express that in an open and inclusive way. That's probably what to take away — that this is a brand that is helping shape a world where we all fit and gives me the confidence to be myself within that, whoever I am.
That is a conversation that men are feeling increasingly comfortable to have. And having conversations about their appearance.You've been around for 11 years and you've seen this change. What trends do you think have changed in 11 years, and what do you think that you will still be riding into the future?Well, you know. It's looking backwards and forwards.I generally believe that true consumer insights don't change that much across time and geography.
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