Knobby’s AI-Powered Future: Innovation, Leadership, and Growth in the Fashion Industry

In Part 1 of our conversation with Rob Rand, he showcased how Knobby adds value to their customers beyond a variety of product offerings, Part 2 takes us behind the scenes of the brand’s innovation engine. From harnessing AI to enhance personalization and efficiency to fostering a culture that thrives on creativity and ownership, Knobby’s success is built on more than just great designs—it’s about forward-thinking leadership and an unwavering commitment to its community.

Knobby, the Australian-based retailer with its unique subscription service model, builds customer loyalty around this. In this next instalment, Rob dives into how AI is embedded across Knobby’s operations, optimizing everything from design brainstorming to logistics and customer experience. To drive efficiency in the internal processes that they run, he emphasises the need to close the feedback loop by generating insights from customers’ reviews.

He also shares the leadership strategies that have helped build a high-performing, empowered team, and what it takes to maintain a brand that stays ahead in a constantly evolving industry.

Finally, we look ahead to Knobby’s long-term vision and the key lessons Rob has learned on his entrepreneurial journey.

Now, let’s jump into Part 2 with Rob Rand.

Can you delve deeper into the specific AI technology you use and its impact on your business?

At Knobby, we encourage everyone to embrace AI and constantly look for ways to automate even the smallest tasks, freeing up more time to think big and make a long-term impact. AI is embedded into almost everything we do, whether it’s brainstorming new design concepts, predicting customer churn, or improving our stock forecasting and subscriber growth.

Our product development team uses AI to analyse customer data and suggest personalised product recommendations, helping boost sales and satisfaction. On the logistics side, predictive analytics allow us to manage inventory more efficiently, reducing waste and ensuring our most popular designs are always available. Meanwhile, our digital team leverages AI to determine the best times to process transactions and identify trends that help us refine our strategies. Even in creative planning, AI-powered tools help us record and transcribe meetings, streamlining collaboration and ensuring no great idea gets lost. By embedding AI across our operations, we’re able to work smarter, anticipate customer needs, and deliver a more personalised and engaging experience for our community.

Knobby's Staples

What leadership qualities and strategies have been essential in building a high-performing team at Knobby? How do you foster a culture of innovation, creativity, and customer focus?

Building a great team at Knobby is all about having the right mix of vision, trust, and communication.

• Clear Vision: Everyone needs to know where we're headed and how their role fits into the bigger picture. A strong vision keeps us aligned and motivated.
• Empowerment: We trust our team to take ownership, build their own teams and run with their ideas. When people feel empowered, they innovate and take pride in their work.
• Open Communication: Daily huddles and regular feedback sessions help keep everyone on the same page. Encouraging open dialogue ensures we’re always collaborating and taking ownership.
• Recognition: We make it a point to celebrate wins, big or small. Acknowledging efforts keeps morale high and motivates the team to push further.
• Quarterly Projects: Everyone gets the chance to work on a passion-driven project aligned with their KPIs. These projects foster innovation, personal growth, and meaningful contributions to Knobby’s success.
• Goals: We set clear goals to ensure alignment with company objectives. Weekly updates keep us accountable and help connect individual efforts to the broader success of the business. Overall, we foster creativity by providing a space where people feel safe to experiment and think big.

At the end of the day, everything we do is rooted in delivering value and exceeding expectations. 

What is your long-term vision for Knobby? How do you plan to continue to grow and innovate in the ever-evolving fashion industry?

At Knobby, our goal has always been to be the most creative underwear brand in the world. But more importantly, we want to stay true to who we are. Our purpose is simple - we create underwear that empowers our community to feel confident and unapologetically themselves.

To keep growing, we’re always looking for ways to push boundaries. That means expanding into new markets, investing in technology like AR, and staying focused on innovation driven by our amazing community. What keeps us ahead is our commitment to listening to our customers and evolving with them. We don’t just want to follow industry trends; we want to set them. By staying authentic, keeping our customers at the heart of everything we do, and continually finding new ways to surprise and delight, we’ll keep paving our own path in this ever-changing industry.

What advice would you give to aspiring entrepreneurs who are looking to start their own businesses? What key lessons have you learned that they should keep in mind?

• Start Small: Test your idea on a smaller scale before diving in. It’s better to learn and tweak things early rather than over-commit resources too soon.
• Focus on Value: At the end of the day, your business needs to solve a real problem for your audience. If you focus on delivering value, everything else will follow.
• Be Resilient: Challenges are going to happen, and things often don’t go to plan. The key is to stay adaptable and push through the tough times.
• Learn Continuously: Stay curious, listen more than you talk, take feedback on board, and be willing to evolve. The best people are lifelong learners.
• Create a community: Your brand isn’t just about selling a product; it’s about building relationships. Engage authentically, involve your customers in your journey, and foster a sense of belonging.

If I had to sum it up, I’d say this: never underestimate the power of a strong brand, and always listen to your customers, they’ll show you the way forward.