I read somewhere in BJJ Gi Addicts Anonymous Facebook Group Page, a question raised by Seymour Yang aka Meerkatsu: whether or not the gi market is already oversaturated or not?
This is a very interesting topic, especially for small brand owners. Normally, the small brands are the ones that are going to be affected by tough competition, considering the small funding, reach and many other factors in the mix. As an owner of a small gi company, competing with huge brands that are way up there in terms of advertising, sponsorship and the whole shebang can be quite a feat. Is it now saturated? I’d have to say, yes. In the past, there were only a small number of original brands from Ouano to HCK, to MKimonos to name a few. Now, there are a lot of brands that are popping every now and then.
Tough Market To Penetrate
I remember reading two years ago, a study was made by Aesopian BJJ, rating 51 gi brands according to price, quality, and other factors that a casual BJJ player will look for on a gi. According to their study, there is no significant difference on the quality of the brands from 1 (Fushida) to 33 (Pride). What does this mean for a starting or a small BJJ Gi company?
For starters, it is now becoming hard to differentiate quality between the notable brands and the less known brands. However, given this scenario, it is a reality for every gi company that it is HARD to penetrate the market at this point. For instance, what can be your selling point when you basically have the same product going up against each other, at least in terms of fabric? It is hard to differentiate your brand in terms of materials, considering the fact that majority of companies go towards Pakistan and China for their manufacturing needs.
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| From Aesopian Brazilian Jiu Jitsu |
But most important of all, designs become a huge selling point of any gi company. Gis over the years have come in different colors and designs. It goes from simple down to the most outrageous. It has certainly stepped out of the basic white color that most traditional BJJ schools wear.
Have you seen some of the worst designed gis lately? Take your pick here! (I beg to differ with the RVDDW gi on the list)
Another huge consideration when it comes to product development today is pricing. Though brands like Shoyoroll can sell their gis for $200, this isn’t always the case. Not every company can pull off such type of marketing to the point that they can sell their gis for such amount. Median price of gis today range between $120 to $130. For starting people who just discovered the gentle art, it works better to have around 2 $100 gis than to have just one for $200.
More Choices
If there is anyone reaping the benefits from the surge of gi companies in recent years, they have to be the BJJ enthusiasts. Now, you have variety of choices not only in terms of designs but also in the fit, and functionality department. Do you like it with a thick lapel, or probably, your body type fits a specific brand’s sizing more ideal than the other. All of these options are now out in the open. Some companies have also explored on experimenting with different materials such as Hemp fabric, and on our part, we have tried kevlar threads on our Tropic Lightweight Gi.
Why I Still Made My Own Gi Company?
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| Manila Kimonos |
For starters, I am a fan of a great number of gis. Scramble, Gawakoto made gis, Aesthetic, Shoyoroll, etc. In fact, they are too many to mention. I just love the idea of having a design that will also be enjoyed by other people. Also, I am aware how some companies can barely touch base in the Philippines (where my main market is) with a product that is close to reasonable price. Keep in mind that you don’t usually earn $100 a day in this part of the world. When considering logistics cost and retailers, BJJ enthusiasts in the Philippines have to pay more just to have their own gi. For instance, an $85 Fuji gi can be sold at around $120 or even a few bucks shy from $200.
One of the biggest misconceptions about gi and fightwear companies is that we make tons of cash. Honestly speaking, yes, it does give a few bucks on the side (since ultimately, it is still a business), but not enough that you can quit your day job and just roll, eat, sleep 24/7. Though it gives this type of reward, we also need to face a great number of risks. For one, how will our market react to the things that we are offering? Also, have we priced it correctly? On top of all these concerns, you still need to think of quality customer service!
I started Manila Kimonos ultimately to share my designs, provide solutions to an existing problem and to pay for my training. If you know how some weed dealers get to sell some of their stash to also feed on their need to get high? Well, that is the closest analogy that I can make. Manila Kimonos never posed as a large company, which I think is the best decision I ever made.
Optimistic Future
Why do I do believe that it will still survive and the future is still bright? Ultimately, the fit, design, customer satisfaction and durability are some of the factors at play. Ok, let’s put advertising into the mix. I find Shoyoroll highlight videos amazing that I want to buy one, right off the bat. Though this makes it a hard business to be involved in, it is always fun to know that each brand is barely ahead of each other in terms of the quality of fabric and workmanship. It still means it is anybody’s ball game, as to which brand becomes the next “it” gi, as long as you take the time to design and implement innovations.
Despite the number of brands that are out there, with or without intention to become as big as Nike, the market, in my opinion can still handle it. The sport is still growing, and, brands are even pre-selling their products now. Something like this is unheard of just a few years back. Again, is it saturated? Yes. However, there is still an elbow room, at least for a small firm like us.
