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.

VHTS G3 Kimono Review: Ridiculously Classy, Durable and Very Hard to Resist GiCritic 9:42 AM

VHTS is a New York based brand that started relatively new in the gi market. However, if you’ve seen their products, perhaps they have your attention. Gi Critic wanted to grab hold of their gi for quite some time now, and we are fortunate enough to get our hands on one of the very first VHTS G3 gi latter part of 2014!

How did we review this gi? 

Team Gi Critic reviewed the gi extensively for almost three months. The gi was used by 2-3 reviewers (with bodytypes within the size chart provided by the company) every week. It was used for around 2-3 times every week, then passed around from one reviewer to the next.

Initial Impression

Upon receiving the package, we were impressed by the contrast and the overall aesthetics. This time around, VHTS dabbled once again with darker tones, as they made a black gi this time around. Made of a tough 550 gsm pearl weave jacket, together with a pre-shrunk ripstop cotton for the pants, the VHTS G3 looks superb with its black and gold contrast.

We received an A1 in our mailbox. We decided to narrow down the reviewers to guys that weigh around 70kg, with height between 5’6” to 5’8”. We did this in order to thoroughly test the gi and give our readers a wider perspective regarding the fit, durability and overall rolling experience of the VHTS G3.
One of the most common observations that we gathered is the fact that the G3 is a lightweight gi, which weighs around 1.5kg (give or take).  It has an athletic cut that we prefer. Snug, but still IBJJF legal if you choose to compete with this baby. In terms of length, the gi was perfect given the average height and weight that we used for this particular gi.

Details

VHTS, since they made their presence in the gi industry, played with minimalist designs. If you are a fan of high fashion brands such as BAPE, Comme De Garcons or Stussy, perhaps, VHTS is the perfect BJJ counterpart. VHTS G3 played with gold contrast stitch, as well.

It also made use of a grey lapel tubing on its jacket which makes this gi standout. This lapel tubing fits well, and blends in unison with its classy and high fashion theme.

On the jacket, you’ll notice embroideries of the brand’s logo by the arms. Right arm has a gold circular embroidery with the letters V.H.T.S on it. On the left, you have an inverted triangle that says NYC and VHTS. Also, you also see a script fontype embroidered that says “very hard to submit” located on the left bicep. On the skirt of the jacket, it has a thick embroidery of “VHTS”.

Opening the jacket is a surprise. You’ll see a woven label embroidered on the inside that says “awake the best within!”. This is a subtle addition that is worth mentioning.

For the pants, it made use of a five loop system together with a cotton rope. For our taste, we’d love to see it as an 8 loop system in the future, but then, this is just a minor thing that you won’t notice eventually when you roll. You also see a Bruce Lee quote by the thigh which is a great mantra to live by for any jiujietero.

VHTS provided additional support for the pants by having pearlweave gusset especially for those who love to play spider guard, or those who also do squats in between their BJJ sessions.

Rolling Impressions

For the last three months, passed around from one guy to the next, the VHTS G3 can hold its own. Probably, if you want to invest on an affordable but ridiculously classy gi, this is highly suggested. It costs around $140 according to their site, but this is all worth it based from what we all experienced with the gi.

The 2 of the 3 reviewers were constantly on the mats preparing for competition when this gi arrived. It didn’t escape the long and hard grind. The color of the gi stayed intact despite almost everyday use, and after all the washing and drying. Stitches, as well as the embroideries and woven labels did not have a slight sign of damage. For the pants, the pants have a great fit. It provided both mobility, but you don’t give too much material for opponents to grip on.

Final Impressions

VHTS made one of the most comfortable and durable gis in the market. A member of our reviewer team mentioned that he always had trouble with jackets particularly on the lat region. Built heavy and on his upper body, Bull Terrier, Manto, Gameness and Manila Kimonos, eventually all gave up on the same spot. For the VHTS G3 though, things were a bit different. Or maybe they made use of reinforcement that weren’t present in other top brands? Or perhaps, it is the 550gsm construction of the jacket.

To purchase VHTS G3, you can check out these sites:
www.vhtsny.com for more information. You can also visit their Facebook page.