Look at the pretty bottle. All slender and velvety smooth; bespoke, chic, de rigueur. But like Magritte’s pipe, before you is a treachery of image. Ceci n’est pas une water bottle. This is a hydration fashion accessory, darling. Moreover, it’s a S’well, the brainchild of Sarah Kauss, who, in 2010, with $30,000, quit her career crunching numbers to enter create the nascent field of hydration fashion. Seven years later, the firm is worth $100m, with Kauss holding an 100 per cent stake. The growth alone is remarkable, exacerbated further when one learns that S’well hasn’t spent a dime on marketing. It’s the ad-man’s adage that good products sell...
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