The Marketing Shift: From Straight Lines to Circles
Late last year, we set a goal at OMJ Clothing...to get better in every area of our business. Not just a little better, but significantly better.
One of the biggest shifts we’ve made so far is in marketing. We realized that the traditional approach in our industry...while effective...wasn’t the future.
Most in our industry follow the same formula:
- Get someone to book an appointment
- They come in, make a purchase (off-the-rack or custom)
- Deliver a great experience
It’s a tried-and-true process. The best just execute it more smoothly...with better service, stronger relationships, and refined processes.
But here’s the thing…marketing isn’t linear anymore.
Marketing isn’t a funnel. Not a pipeline. It’s a circle.
The best brands across every industry understand this. They don’t just push for quick transactions. Instead, they build GRAVITY...creating a world that attracts customers, keeps them engaged over time, and fosters real relationships.
That’s the shift we’ve made at OMJ. Instead of just focusing on driving people to book an appointment, we’re creating an ecosystem where people naturally want to be part of what we do.
That means:
✅ Engaging social content that sparks conversation and builds community
✅ Incredible in-store experiences that don’t just sell suits but create lasting memories
✅ YouTube engagement (not just long-form…clips that stick and spread)
✅ Sharing expertise and knowledge to build trust over time
✅ Giving as much value as possible...for free because real relationships come before transactions
✅ Referrals and reputation that naturally follow when you genuinely take care of people
Instead of thinking in straight lines..."How do we get someone to buy today?"...we're thinking in circles..."How do we get someone to come into the OMJ orbit?"
This is what we set out to achieve late last year, and while we’ve made huge strides, we know we’re just getting started. We’re still learning, still improving, and still pushing to get better every single day.
We’re building an experience that people want to engage with. When you consistently provide value, create connections, and stay top of mind, the appointments will come naturally. When the time is right, whether tomorrow, next month, or years from now, you’ll book that appointment.
And we’ll be ready to welcome you in!
Make sure to check out our new landing link for The World of OMJ. We have links to everything, and constantly update it. What once pointed to our website points to our growing list of links and resources...from our podcast to recommended reads and listens...and of course a link to schedule an appointment :)
The World of OMJ ->>> https://lnkd.in/dYqqcPTq
OMJ Partnerships & Recommendations
Shoes:
Crockett & Jones Ferragamo Allen Edmonds
Skincare:
Clothing/Fabric:
Barbour Todd Snyder Gladson Loro Piana Drago Abraham Moon VBC Reda Angelico Stylbiella Zegna
Accessories:
Tag Huer Hoodinkee Foundwell Jaeger Lecoultre Craighill
Read:
WM Brown GQ The Rake Garden and Gun Our State Magazine QC Exclusive Charlotte Magazine The Charlotte Ledger The New York Times
OMJ is an award winning clothing and lifestyle brand located in Charlotte NC that specializes in Custom Suits, Bespoke Suits, Wedding Suits and Formalwear as well as custom casual clothing. Our focus is on making it easier to get dressed and providing and amazing experience in the process.