Betabrand Quells Furor Over Pocketless Women's Pants.

Last fall, the fashion world faced a full-scale trouser revolt as women demanded equal access to pants with pockets.

Social media exploded with pant protests, but conventional clothing companies couldn't react quickly enough. So crowdsourcing-based Betabrand leapt into action,  inviting hundreds of thousands of customers to help reinvent women's professional pants.  In just a few weeks, the online clothier had launched a brand-new line of its popular Dress Pant Yoga Pants featuring  pocketed styles.

Now there are 17 designs for sale, with customers weighing in on new ideas nonstop.  They just launched an experimental 7-pocket style in crowdfunding and saw more first-day backers than any other version. 

By welcoming consumers into the design process, Betabrand can get a rapid read on what women want, then quickly release new designs. While production is wrapping on the first batch of pocketed pants, the brand continues to iterate on new styles with help from its fans. (Last year, there were more than 1.5 million votes and comments on Betabrand.com.) 

This nimble approach enables the e-commerce company to generate as much as 50% of each month's revenue through pre-orders. With Dress Pant Yoga Pants sales surpassing 1 million units sold, it shows that Betabrand's social approach to design can scale.

Learn more at Betabrand.com

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