Framing Success: Tim Parr on Building CADDIS, the Anti Anti-Aging (Eyewear) Brand

Ken Pilot interviews Tim Parr, CEO & Founder of Caddis, for this flight of The Retail Pilot podcast.

Tim Parr is the CEO and Founder of CADDIS, an eyewear brand that crushes age stereotypes. He believes in defying our society’s addiction to youth and fueling getting older and owning it. Tim is an entrepreneur who has also worked for some of the most respected brands. Patagonia, L.L. Bean, Filson. Tim has lectured at the Stanford School of Design, Modern Elder Academy, San Francisco Academy of Art, and the California College of Arts. In 2013 he formed a bluegrass band and hit the road touring the Western United States.

Summary

Tim Parr, the founder of CADDIS, shares his journey of starting a lifestyle brand focused on eyewear for people over the age of 40. He discusses the broken customer experience in the eyewear market and the opportunity to create a brand that is authentic and transparent. Tim emphasizes the importance of owning one's age and challenges the ageism prevalent in society. He also talks about the size of the 50+ demographic and the potential for growth in the market. Tim shares his approach to marketing, including the use of in-person experiences and tangible materials like catalogs. He highlights the significance of strong design, brand position, and storytelling in attracting customers. Tim also mentions his mentors and the challenges of maintaining innovation and creativity in the business.

Takeaways

• The eyewear market for people over the age of 40 has a broken customer experience, creating an opportunity for a brand like CADDIS to provide authentic and transparent products.
• Owning one's age is a powerful message that resonates with the 50+ demographic, which controls a significant portion of household income and spending power.
• In-person experiences and tangible materials like catalogs can be effective marketing tools for a lifestyle brand, allowing customers to connect with the brand on a deeper level.
• Strong design, brand position, and storytelling are essential for attracting customers and building a successful brand.
• Having mentors, both male and female, can provide valuable guidance and support in building a business.
• Maintaining innovation and creativity is a challenge for leaders, but it is crucial for the long-term success of a brand.

Chapters

00:00

Introduction and Tim's Journey

04:04

Identifying the 40+ Market for Eyewear

06:02

The Origin and Importance of the CADIS Name

07:15

Owning Your Age and Challenging Ageism

10:53

The Size and Potential of the 50+ Demographic

14:18

Elevating the CADIS Brand and Attracting Celebrities

19:24

Differentiating from Competitors like Warby Parker

21:47

The Importance of Authenticity and Creativity in Marketing

25:58

The Role of Tangible Marketing in Connecting with Customers

26:05

Tim's Role as CEO and Leadership Challenges

29:04

Margins and Product Manufacturing

32:11

Advice for Tim's Past Self and Lessons Learned

34:30

Mentors and the Importance of Innovation and Creativity

36:23

Rapid Fire Questions

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