While economic instability may mean that many businesses fail, one small business is experiencing continued success and growth, celebrating its fifth birthday in August.
LaRoo Pty Ltd, the inventors and owners of the famous ‘Mocks’ (mobile sock) brand, has experienced continued year on year growth since Sydney entrepreneur Lara Solomon developed the concept in 2004 for the lucrative, yet fickle teenager market.
Solomon attributes much of her success to marketing and brand building. “We definitely had the first mover advantage in Australia, but I would say the branding and marketing around the brand has been key to building a loyal fan base and what we call “Mockis” – Mocks fans who not only collect Mocks, but also help us spread the word!”
Capiltalising on the huge increase in mobile phone use, over 1.4 million Mocks have been sold in the five years since the first design, retailing online and in many countries across the world.
The brand has seen 160 designs and currently has around 50, with new Mocks collection launched twice a year as well as a line of Mocks adapted for larger electronic equipment like Blackberries, digital cameras, iPods and PDAs.
Solomon said they have kept the brand fresh, and have worked with the community to build brand awareness.
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