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.