Thread: Wade & Butcher Comeback

I've been lurking, keeping up with the discussion and forming my own thoughts, not that they really matter. Let me preface this by saying that I'm definitely not the target market for the reborn W&B, just like a large number who have already weighed in. If I was in charge of the this venture I would be taking a different approach with the marketing strategy. Of course I'm not in marketing so I'll simply accept the fact that these guys might know something I don't and wait to see how it all plays out.

Yet, for the sake of argument, I can see a possible strategy here. The Irontusk is obviously not being marketed to the budget shaver, in fact we might argue that it isn't being marketed to the straight razor shaver but to the straight razor collector. I can easily foresee the majority of the razors being sold spending their lives on display, or in a safe, never used for the purpose for which their predecessors have been designed. Call 'em the wet shaving equivalent of the "trailer queen."

Now, combine that with a business plan that includes, as we've been told, a number of razors that are intended for use. My expectation is that these razors are still going to be high-end offerings that will command a price along the line of a quality custom razor but those buyers exist. I know, many feel that the more basic razor should be marketed first (and I don't disagree) but there is a scenario where the current strategy makes sense.

The rebirth of the Wade & Butcher name is obviously interesting but it seems to be one that would be met with a certain amount of skepticism no matter the initial offering. What we have here is a high priced, collectors' razor that is meant to make a splash and generate talk. Whether or not you like the idea of W&B's reanimation or the razor they are planning on selling, we are talking about it. Suddenly the return of the W&B brand isn't a wait and see, it'll probably be junk, I can't believe some Pakistani managed to buy the name discussion but an ongoing, somewhat heated and certainly interesting conversation. So while we may not be willing to shell out $1800 for the Irontusk we may be open to the idea of the new Wade & Butcher and be primed for when they unveil the more reasonable product.

Originally Posted by GreenRipper

I've been lurking, keeping up with the discussion and forming my own thoughts, not that they really matter. Let me preface this by saying that I'm definitely not the target market for the reborn W&B, just like a large number who have already weighed in. If I was in charge of the this venture I would be taking a different approach with the marketing strategy. Of course I'm not in marketing so I'll simply accept the fact that these guys might know something I don't and wait to see how it all plays out.

Yet, for the sake of argument, I can see a possible strategy here. The Irontusk is obviously not being marketed to the budget shaver, in fact we might argue that it isn't being marketed to the straight razor shaver but to the straight razor collector. I can easily foresee the majority of the razors being sold spending their lives on display, or in a safe, never used for the purpose for which their predecessors have been designed. Call 'em the wet shaving equivalent of the "trailer queen."

Now, combine that with a business plan that includes, as we've been told, a number of razors that are intended for use. My expectation is that these razors are still going to be high-end offerings that will command a price along the line of a quality custom razor but those buyers exist. I know, many feel that the more basic razor should be marketed first (and I don't disagree) but there is a scenario where the current strategy makes sense.

The rebirth of the Wade & Butcher name is obviously interesting but it seems to be one that would be met with a certain amount of skepticism no matter the initial offering. What we have here is a high priced, collectors' razor that is meant to make a splash and generate talk. Whether or not you like the idea of W&B's reanimation or the razor they are planning on selling, we are talking about it. Suddenly the return of the W&B brand isn't a wait and see, it'll probably be junk, I can't believe some Pakistani managed to buy the name discussion but an ongoing, somewhat heated and certainly interesting conversation. So while we may not be willing to shell out $1800 for the Irontusk we may be open to the idea of the new Wade & Butcher and be primed for when they unveil the more reasonable product.

The only flaw to the collectors logic is when someone plunks down serious cash for a "collectible" they are doing it with the intent the item will increase in price over time and when it's time to sell they will at least recoup their investment. So the question is will the market be willing to pay the price for an unknown maker with no reputation.

I had a Livi made from damascus steel made by a well known blade guy in Italy and the razor had huge mammoth scales. I sold it maybe two years after I bought it and it was pristine and I got slightly over 1/3 of my cost.

With razors, unless you got a name like Zowada on it.....good luck.

X starts to make razors. He builds a reputation and wants to bring his sons along. X turns into X and Sons.The sons take over and good or bad things change. The Sons try to pass it on to their sons.... They have known nothing but good times and they don't want to take the effort so they sell the brand to Z. Z spent money to get the name and wants to use it but doesn't want to lessen his own name so he makes X and Sons a lower price/quality line in his company. He still wants the brand loyalty of the last owner. Continue, continue!

How many razors, motorcycles, and many other items are judged by the time they were made and who or what owned the company at that time?

This version of W+B will have to earn its reputation and how it fits into the history of the brand.

I wish them luck but reserve judgment until the product arrives.

Tim

Like I said, its not the strategy I would adopt but I'm trying to play devil's advocate here. Personally, if I were trying to resurrect the W+B name, I'd be trying to emulate some of their classic designs at a price competitive with artisan razors, but that's me.