Joseph Panetta


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Joseph Panetta is an American entrepreneur. Joseph started BohoWrapsody in 2018 and is based in Los Angeles.[1]

Joseph Panetta, founder of BohoWrapsodyJoseph Panetta, founder of BohoWrapsody

Company

BohoWrapsody

Twitter

@LOCConsult (28 followers)

Instagram

@bohowrapsody (93 followers)

Career

Early Career

No early career info added yet...

BohoWrapsody

Joseph started BohoWrapsody in 2018. They detail the beginnings of their company in their Starter Story interview: [1]

Q: How did you get started on BohoWrapsody?

I first had this idea in 1996 - my wife at the time laughed at me for such a “silly concept.” The very next year, every woman on Manhattan’s Upper West Side was wearing a summer poncho. Had I acted when I had the notion, we’d have been in the right place at the right time.

In short, we did everything right and still came up with a bad outcome.

Here I am in 2018 at 50 years old, a marketing consultant with deep experience marketing to women and no sustainable revenue stream. If I wasn’t working, I wasn’t earning. So I returned to the idea from 25 years ago and thought “why not?”

My recipe for success in my consulting business is to work backward from a clear vision of success; to reverse-engineer the pathway to get there. Creating my garment was no different - it needed to be lightweight; breathable; wrinkle-proof and easy to care for.

The goal was: I’m a 32-year-old woman on a beach. I want to go to the restaurant for lunch. No shirt, no shoes, no service. So I pull out my bohowrapsody, grab my hat and sandals and I’m off - from the beach to bar, elegantly & effortlessly. It was meant to offer women a bit of chic confidence.

Every factory we approached wanted to start with the fabric. My consistent refrain was it had to meet my criteria to be considered. I was working backward - they worked from fabric up. We had to get used to one another.

Enlisting Skinny Tan’s co-founder (who is a Facebook marketing & sales guru) was a matter of friendship and necessity. I needed a sounding board.

We modified the design - creating a monthly button subscription enabling customers to swap out the buttons for a different look.

Finally, my mother always said she never wanted to enter a room and see another woman wearing her dress or jewelry. To this end, we wanted to offer our customers the same kind of option - so we limited the runs to only 250 to 400 units each. We may make another white one but never THIS white one. This served two purposes: we could buy close-out fabrics and make as many units as that lot afforded us - and we turned a ‘negative’ into a scarcity selling point!

learning-how-to-build-a-brand-through-trial-and-error

Source [1]

References