A product that markets itself

As marketers, we are always looking for fresh and unique ways to advertise a product or service.  One of the most exceptional marketing schemes I’ve ever seen is executed by Chacos.  Chacos is a company that offers higher-end, durable sandals for consumers of all ages.  They market their sandals towards outdoorsy people who enjoy a shoe that possesses both comfortability and style.  However, Chacos’ most unique selling point is the Chaco tan.  

                The Chaco tan is exactly what it sounds like.  Chacos’ sandals have a distinct strap pattern.  During the warmer months, Chaco wearers gain tan lines in the formation of those straps. Passionate Chacos fans enjoy this strap pattern when they are wearing the sandals and also when they are not.  Therefore they aim to tan their feet while wearing Chacos so that their bare feet still show the Chacos.

                Social media increases the reach of Chaco tans exponentially.  No longer are these tan lines kept local.  A quick search on Instagram reveals that there are over 120,000 posts including “#chaco” and another 100,000 posts using “#chacos”. While these posts are mostly photos of people wearing Chacos, there are over 11,000 posts with the hashtag “chacotan” where users are highlighting their bare feet.  The Chaco tan hashtag has roughly the same amount of uses as the hashtags “tevas” and “keens”, two comparable sandals brands.  

 I've never once heard someone describe tan lines as cool or awesome or cute unless they were referring to the Chaco tan.  Not only has Chacos created a quality product and gained a competitive advantage, but in doing so they have also destroyed the "tan lines are ugly" mentality, at least as it applies to feet.  In summary, Chacos has a great product and they've also been able to create a trend out of a supposed fashion no-no. 

 

                Think about how many conversations are started when a heavy Chacos user has his or her bare feet exposed, in person or on a platform in photo form.  Products are considered to be good when large amounts of positive reviews are spread by people about the products; Chacos isn’t just a good product though.  Chacos word-of-mouth is driven by color-of-feet, so they’ve got two major body parts walking and talking for them.