Finding Your Niche in BJJ GiCritic 9:01 PM

Literally hundreds of BJJ gi companies are now operating in different parts of the world. In fact, given the growing popularity of the sport, this isn’t even surprising. But do all small BJJ gi companies experience the same success?  Unfortunately, a lot of BJJ businesses fold. Though they carry almost the same design, quality and price point with other top brands, a lot of BJJ gi companies still don’t meet their expected sales.

Finding your niche

Before you even start your BJJ gi company, you should’ve figured out who your market is. It is highly suggested for small and starting companies to have their own niche. How do do this? Here are some useful tips that you can use in your business.

      Fill in the gap

Specifying your potential customers can help improve your brand. One of the best ways to do this is by filling in the gap in the gi industry. Is there a demographic that is having a difficult time getting the right gi?

Fenom Kimonos

Let’s have a closer look at Ok! Kimonos. Focused primarily on kid’s gis, OK! Kimonos makes use of cute logos and designs together with their gis. Yes, the type of design rarely an average adult would buy. But since they cater to kids, parents want their kids to do jiujitsu while looking cute at the same time.

Another great example of a gi company that successfully narrowed down their market is Fenom Kimonos. Fenom specializes in women’s gis. In a male dominated sport, it is often times forgotten that a specific women’s cut gi is somewhat hard to find.

      Invest on technology

What type of technology do you offer that interest a certain group of jiujitsu enthusiasts or athlete? Do you offer a fabric on your gi that is easy to pack during trips, similar to a rip stop gi? Perhaps, you have utilized hemp in the production of your gis?

A brand that has followed the same type of mentality was Datsusara. They utilized Hemp on their gis. Also, there’s Kauai Kimonos with their rip stop travel gis that weigh around a kilo give or take.

     
      Explore cultures

People love to wear gis that represent where they came from. A good example is the jiujitsu culture in Guam. They have a huge affinity to brands such as Competidor, Fokai and of course, Shoyoroll.

      Base your designs on a lifestyle

There are many subcultures that can still be found within the BJJ community. You have the nerds who love anything from Star Wars to Star Trek. And you also have those who love urban lifestyle inspired designs.

RVDDW Urban Inspired Marketing

Star Wars has been a widely coveted design by many design geeks out there. Though you can design a Star Wars gi for non-commercial purpose, you have to consider covering licensing and other legal complexities once you start selling to your audience.

As for urban designs, you have top brands today such as VHTS, Shoyoroll, CTRL Industries, and even Isami.

      Focusing in an area

There are instances when catering to a worldwide audience is a death wish for your brand.  Start small and build from what you currently have. It is the best advice that small companies can do. Why compete with unchartered waters when you can be comfortable in your small community? Build momentum from those strong points. One advantage of selling locally is that you can talk to people you know and get friends to support the brand.  

Are you starting a BJJ gi company? Sad news is that the market has been saturated now, both by large and small companies. The good news is that you could still make it. But of course, you need to have a specific market interested in your product.
Are you having problems with branding? Perhaps having your own niche? Let Gi Critic help you! Send us an email: gicritic@gmail.com for more information. Good news is that we’ll be doing consultation for free for now! So please don’t hesitate.

Simplified Guide on How to Start Your Gi Company GiCritic 11:31 PM

Shoyoroll and CTRL Industries are arguably the biggest players in the BJJ gi market today. If you are a practitioner of the gentle art, you must’ve encountered a number of fan boys going crazy over their $200 pre-order gis, or limited edition gis.  Who would’ve thought that Shoyoroll started their company in their garage in the 90s? On the other hand, you have CTRL that grew so fast in the last two years, that they are now neck and neck against the mighty Shoyoroll.

 By 2012, the same year CTRL Industries was established, explosion of different brands (both good and bad) entered the BJJ gi market. In fact, some observers are now noticing saturation in the gi market today. Despite this reality, there are still new brands every now and then that appear online.  But of course, expect the casualty rate to be high.

 If you have an ambition to own a gi company, you have to figure out how to minimize possibilities of closing, and grab every opportunity that presents itself. Most individuals planning to start a gi company want to know if it is a high risk investment. It is both a yes and no. It is a high risk investment because it is extremely hard to stand out from the number of gi companies out there. No, because you really do not have to throw everything you have. Majority of brand owners still have a day job.

Charlie and the Gi Factory

How to start your gi company?

Gone are the days when you need to fly all the way out to Pakistan, China or Japan just to get the right factory that would make the right gi for your company. We are now living in the modern world where factories actually engage with brand owners through Facebook, emails and other means of communication. Despite the fact that it is really easy to get a factory, and start your brand, there are a number of details that owners need to consider. Over the last years, I’ve been friends offline with some gi company owners, and so far, here are things that I’ve learned.

            What is your vision for your company?

If you are the type of owner, with no vision whatsoever for a company, then better stop now. It is important that you have an idea how you want the company to look in the next years to come. Though not an overnight thing to accomplish, it helps to have a dream where you want the brand to be. Start having short, mid and long term goals in order to get your company where you want it to be.

           Who is your target market?

All over the world, there are a great number of companies that are making their presence felt. Some catching the interest of the BJJ crowd, while some, simply just disappear without a trace. One of the reasons why some companies don’t make it is because they lack focus on who they should sell their products to. Though it is a good idea to target a more general BJJ crowd, targeting specific demographic is a way to clinch a part of the market. Ever wondered why there are Hawaiian themed gis? Also, how about brands like Fenom that concentrated mainly on women’s gis?

            Name of your company

Oss Kimonos from Brazil

Oss Gear/Oss Clothing

What’s in a name? It is important that you find a name that can easily be remembered. Also, always make sure to double check if there is a similar name to your company. One perfect example is OSS Kimonos. Anyone in the BJJ scene would recognize the term “OSS!”. Sometimes overused, but the point is that, everyone is familiar with it. The problem is that Oss Gear (The more popular brand that brought us the Miyao Shirts) came later than the OSS Kimonos, a brand based in Brazil.

            Create your logo

Now that you have a name, time to find a good graphic designer to make your logo. Does it have a meaning? Or maybe, you just opted to have a logo that is cute and catchy? For instance OK Kimonos used the tiger as their logo simply because it is cute and they are mainly selling kids gear.

            Design for your gi

Now that you have a logo, how do you want to have your gi? Are you planning to go for over an over the top gi design to the point that they won’t be allowed to be used in IBJJF tournaments? Or  perhaps, you stick to a clean design? From creating your logo, to this stage, you may want the help of a good graphic designer. A good graphic designer can help guide brands concretize their plans. Innovation and creativity are two of the staples that can get the attention of your market.

            Finding the right factory

Sublimation units

A great number of companies fold because of getting a defective batch. Here’s when you realize that you don’t just face the risk of facing poor sales, but you may also find yourself encountering a factory that produces gis that are subpar to your market’s expectations.

Gis, Gis, Gis, Gis Everywhere

What’s the best way to find out whether or not they have what it takes? Samples. Some companies try to get from different factories, pushing back the release dates just to make sure that they don’t make any mistake. You might be asking, which company should you go for? I’d be more than happy to assist if you are looking for a Pakistani OEM that can cater to your needs. I’ve had the experience of trying out these samples for my own personal use. Leave us an email at gicritic@gmail.com and I will personally recommend some factories I’ve tried.

           Get a Review

According to a study, online reviews are as important as personal recommendations offline by consumers. This is something that a brand owner could exploit. How the whole review works is that you send the reviewer a gi and they are going to give an objective assessment to what your gi is like. Who is the best gi reviewer to go to? Here are some review sites that you can check out.

• Grapplers Review
• Meerkatsu
• Gi Reviews

 

            Deciding on the number of gis per batch

How many gis do you plan to release per batch? The most important consideration is your capital. Do you plan to go by the hundreds? If you have enough capital, ordering bulk can save you money, however, be sure that you can sell it. One of the best ways to know how many gis you should have, is by having a pre-order. Here, you can gauge the popularity of your brand.

            Build your website

In order to facilitate doing business, it is important to have an e-commerce site. One of the most flexible and user friendly formats offered out there is Big Cartel. With a small amount of money, you get an easy to build, store with an inventory filled with different pictures.

            Know your social media

Most advertising campaigns made by gi companies were social media based. From Facebook to Instagram, there were some creative gimmicks that caught the attention of the BJJ crowd in the realm of the BJJ community in the social media.

            Good communications and proper damage control

Whether getting returns, sales inquiries, or sponsorship requests, it is important for a company to reply to every email that they get. Keep in mind that poor communications can easily spread in the forums, Facebook groups and other online outlets. You also need to know how to disperse displeased customers. Are they looking for a refund? If yes, know the reason why. As rule of thumb, according to one of the owners of a small gi company told me, you want to put yourself in the position of your customer.

            Know your facts and never mislead customers

Are you selling hemp gis or you have zero idea what hemp is? Always double, if not triple check your facts. Don’t be like Submission FC that would sell “hemp” gis only to end up being shamed online, and lose customers because they simply took the word of their factory.

CTRL Ground Squad Review GiCritic 10:55 AM

A Review By Mr A-Z. 

To start things of, the Ground Squad is a limited edition gi by CTRL Industries. They only released 250 of this particular design. Heavily influenced by Navajo culture, I find this gi unique. I received this gi as a gift so in terms of price, I wasn't really able to find out. 

Initial impression

I really liked the color scheme and whole design of the gi. The turquoise and purple accents along with the Native American patchwork really made the gi stand out. The gi top felt great and the pants even better. The knee area of the pants felt sturdy and good for takedowns.

The gi came with a bag that is made of ripstop. Like I mentioned, I have no idea what the price is because it was given to me as a gift.

Pre-roll review

The gi's A2 sizing fit great for my 5'6" 160 pound frame, although a little longer than usual but it was still workable for me. It was soft enough to not actually wear an undershirt underneath the top. The pants were slightly baggy. The drawstring was just the right length and actually kept my pants tied. The embroidery on the gi was both appealing to the sight and to the touch. They felt really well made.

During the roll review

I loved the jacket. It was both light and aesthetic and did not restrict movement at all. The gi allowed me to flow thoroughly during the drills and sparring sessions. The pants were somewhat a slightly different story. The pants felt great although it was too baggy for my taste. It was comfortable and it did not suffocate my skin as I went through the motions in class. Just as I suspected; the patches and embroidery really was well made. Even after going fairly hard during training, there was no sign of tear or damage.

Post-roll review:

Again, I always state that all my gis are hand washed and air dried under the sun. I have never used a washer or a dryer for my gis. Not even once. There was no shrinking on the gi, which is a shame because I kind of wanted the sleeves to shrink a little and for the pants to tighten a little: although those were just minor things. Even after countless washings, the design is still there and there are no signs of fading on either the gi or the patchwork.

Overall conclusion

The gi is really good. The gi is very pleasing aesthetically. Although the fit on the sleeves and on the legs were not exactly perfect on me, it was nothing major. Overall, the gi is great and has even made it into my weekly rotation during training.

CTRL Industries Gigante Review GiCritic 9:38 AM

CTRL Industries Gigante will be reviewed by the hard to please, always angry, and brutally honest Mr. Chow. 

 The CTRL Industries Gigante, over the last months, became part of my typical gi rotation. CTRL Industries lately has been making a lot of noise with their designs. A few months ago, CTRL made the Gigante as their limited edition gi. It is a tribute to the San Francisco Giants. According to the company, they just settled for a small 200 gi production. When the gi was released, a number of BJJ fans noticed striking similarities with the Shoyoroll 7^th Son. Both came out rocking the San Francisco theme, and both were released almost around the same time. 

 

Initial Impressions

The price for this gi runs around $170 plus the shipping cost, it fell right at $195. If you are looking for a mid priced gi, this is definitely not the first option for you. The product comes with a sling bag. According to the manufacturer, the gi is 95% preshrunk. The top was made of 420 gsm pearl weave fabric while the pants were made of rip stop material. The construction of the jacket met my expectations. 

I owned a couple of Shoyorolls, and in comparison with the Gigante, I do believe that they are neck and neck with the top dog today in terms of durability and overall construction. Comfort-wise, I do love the feel of the pearl weave jacket. It was comfortable, and the cut fits my 5’6” 160 pound Asian frame. The collar was made of eva foam. 

The pants are also good, though they could've added two more loops. The fit was what I was looking for. It wasn't too tight on my ass or anything.

  

Check the Size Chart

Design

Colored black with an orange contrast stitch, it is just not something that sits well with my preference. I am not at all pleased with the “No Bammer Gi” taping by the skirt. Why did I buy it then? I did love the fact that they made a tribute to the San Francisco Giants. Growing up watching baseball, it has that novelty appeal in you. What I do like about the design is the skyline print that you see by the back. This unique print provides the San Francisco reference. Also, you see embroideries that are really clean and high quality. 

How Did It Do After a Few Months?

Mr. Chow is hard to please. I don’t usually like gis that are not well made. After a few months, the Gigante is still intact. For a $170, I’d have to say that it lived up to the hype. I now understand how BJJ gi hoarders are now saying that this brand could probably be the next in line for Shoyoroll’s throne. There is no significant fading on the gi’s color. I use it around once or twice a week for the past few months now. I bought it around June of 2013 during their pre-selling, and after seven months or so, it is still a great gi to use.