Warm And Fuzzies: An Analysis of Wildcoat

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Every year, my family and I pack our bags and head to somewhere much snowier and mountainous in search of fun ski terrain. There’s nothing quite like the fresh, crisp air of the mountains! In my years of skiing, I have seen a lot of whacky and colorful outfits on the slopes, but I have never seen anything quite as unique as this week’s featured website. Meet: Wildcoat. The name says it all - this company creates unique ski coats designed to look like animals. It started with founder Carlo DiMeo's homemade bear coat in Colorado, which gained attention on the slopes. After three seasons of wearing a basic prototype, they developed their first professional line in 2020 with the Grizzly & Polar styles. They've now expanded to 7 styles with multiple iterations.

The winter sports apparel market continues to grow as more people seek unique, standout gear for the slopes. There's increasing demand for products that combine functionality with distinctive style.

The brand launched their domain wildcoat.com in 2020 and has secured coverage from notable sites like abc.com, cowboystatedaily.com, and sharktankrecap.com.

In this week's analysis, I analyze a direct-to-consumer ski apparel brand that's gained national attention through Shark Tank (Season 16, Episode 7). The site receives approximately 2,900 monthly visitors, according to Ahrefs.

ICYMI: Here’s Wildcoat’s appearance on Shark Tank

Here’s what I cover in this report:

• Website overview

• Major highlights

• Competitor overview

• Easy wins to increase revenue and/or traffic

• Actionable takeaways you can apply

Let’s get into it.

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Website Overview & First Thoughts

Wildcoat shows steady growth with 2,900 monthly visitors and ranks for 469 keywords. Their website effectively showcases their unique value proposition through action shots of their products being used on the slopes, combined with customer testimonials. The Shark Tank feature prominently displayed adds credibility to the brand.

They spiked to over 12,000 traffic during holiday and winter seasons, showing high seasonality in traffic trends.

Their backlink profile includes quality domains that align with their target market and brand story. The mix of mainstream media (ABC) and niche publications (Cowboy State Daily) suggests effective PR outreach.

The website design prioritizes visual storytelling, featuring dynamic images of their products in action. The prominent Shark Tank placement and customer testimonials create strong social proof.

Highlights

• Super niche industry and category with high-ticket sales points.

• Featured on Shark Tank Season 16, Episode 7

• Evolved from a homemade prototype to 7 professional styles

• Strong visual branding with action-focused product photography

• Clear brand story tied to founder's personal experience

Why is this site winning?

The combination of unique product design, compelling origin story, and national TV exposure creates strong brand differentiation. Their focus on visual content showing products in use helps customers envision themselves wearing Wildcoat designs.

Top 3 competitors

• glacierwear.com

• grizcoat.com

• furrociousfurr.com

🚀 4 Easy Wins to Grow This Site

1. Affiliate Partnership Development

2. Data-Driven Product Development

3. Content Marketing Expansion

4. Product Page Link Building

Win 1: Affiliate Partnership Development

With a $450 price point, Wildcoat can offer attractive commission rates (potentially $45-90 per sale) to publishers, making their program appealing to content creators and review sites. Their Shark Tank feature and unique product make them an easy sell for affiliates looking for high-value partnerships.

Win 2: Data-Driven Product Development

Using organic search data to guide new product development ensures market demand alignment. This can help identify untapped animal designs or features customers want.

Win 3: Create “Best of X” listicles

Creating "best of" listicles focused on animal-themed winter wear can capture additional search traffic and position Wildcoat as a category authority.

Win 4: Product Page Link Building

Focused link-building for product pages can improve search rankings and direct traffic to revenue-generating pages.

Takeaways for your website

• Use founder stories to create authentic brand connections

• Leverage media coverage across marketing channels

• Focus visual content on product use cases

• Build authority through strategic content and backlinks

What do you think about these opportunities for WildCoat? Have you seen similar strategies work well for other e-commerce brands? Share your thoughts in the comments below.

The information and views expressed in this newsletter are based on independent research conducted by the Adogy team. To ask how you can have your website featured on the weekly click, email [email protected].

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