Building Awareness Without Breaking The Bank: Scaling YouTube, AppLovin & Connected TV In next week's members-only issue I'm going to share creative strategies for reaching “middle of funnel” (MOF) audiences. That's the "what". This week, we’re going to discuss the "how": building a qualified, profitable MOF audiences on channels outside of Meta. Before we get into it, I want to thank this week’s sponsor: WorkMagic is a comprehensive measurement and experimentation platform that combines the...
12 days ago • 6 min read
Meta Creative Testing In 2025: Latest Scaling Tactics & How To Use AI Last week we spoke with Kamal Razzak about the most common reasons why fashion brands plateau at $5M/year in sales. This week we’re going to talk about the best way to approach Meta Ads creative testing in 2025, and how to use AI to accelerate the process. Kamal runs a media buying and creative agency that specializes in scaling up creative output for fashion brands using AI tools. He’s worked with brands like...
19 days ago • 5 min read
Why Fashion Brands Plateau At $5M/Year In Sales (And How To Break Through) This issue is part of a new series I’m doing where I bring in outside subject matter experts who specialize in working with fashion brands. A few weeks ago we covered Pinterest Ads. This week I’m speaking with Kamal Razzak, who runs a media buying and creative agency that helps fashion brands scale through smart, high volume creative testing. Kamal dropped so much knowledge that I had to make this a two-parter. In this...
26 days ago • 6 min read
Fashion Industry Secrets #1: Is eCom A Niche Market? + Male vs Female Buying Behavior Welcome to a new series: Industry Secrets. This is where I share nuances of the eCommerce and retail industries that are specific to fashion. Typically, you won’t discover these secrets until you’ve been in the industry for years or made a few costly mistakes as a founder. In this first edition, we’re kicking off with two secrets: Secret #1: Fashion eCommerce Is A Niche Market If you get access to NPD (now...
about 1 month ago • 4 min read
DTC Growth Summit Recap: 9 Proven Growth Tactics You Can Implement Today For CRO, Email & Meta Ads I was fortunate to get an invite to the first annual DTC Growth Summit, a new conference organized by Johnny Hickey of PerfectWhiteTee fame. I love smaller conferences and meetups. When you attend big eCom and marketing conferences you (an in-house marketer) are often the product. Every talk is thinly veiled vendor sponcon, and then you walk through the hall of cold-pitching from yet more...
about 1 month ago • 6 min read
How To Plan Your Inventory Buy When Production Lead Times Are Three Months Or More A few DTC (fashion) Decoded readers have written to me, asking for advice on how to handle inventory planning for long lead times. That’s the topic I’m going to cover today: how to maximize your return on inventory investment when your brand’s end-to-end product development process takes at least six months, and it takes three to six months to reorder an established style. This isn’t a unique situation. When I...
about 2 months ago • 6 min read
How Fashion Brands Can Test And Scale Pinterest Ads - Expert Advice Fashion brands seeking an alternative to the Meta/Google duopoly have increasingly been turning to Pinterest. But scaling Pinterest isn’t as simple as copy/pasting your Meta ads strategy on to a new platform. As with any new channel, there are things you need to know to set your brand up for success. Before we get into it, I want to thank this week's sponsor: Stack Influence. Stack Influence is the #1 micro influencer seeding...
about 2 months ago • 6 min read
Midyear Update: What's Working For Meta Ads NOW? We’re more than half way through 2025 (!) so I wanted to share some learnings and observations on what has been working (and not working) on Meta for clients and folks in my network. I’m going to try to turn this into a quarterly series, but sometimes trends don’t evolve enough in three months to justify a quarterly update. When it comes to media buying tactics there is a lot of “noise” in the DTC community. My goal is to distill that into...
2 months ago • 6 min read
Meta Ads Creative Roundup: 5 More Brands With Swipe-Worthy Ads! I get a lot of positive feedback on my Meta ads inspo roundups, so I thought I would do a “mid year check in” and dig up some more brands with ads libraries worth studying. Before we get into it, Stack Influence. Stack Influence is the #1 micro influencer seeding platform for brands selling on Amazon. Boost Amazon rankings, pay only in product, get a flood of UGC, drive external traffic & sales, and join Magic Spoon & Unilever in...
2 months ago • 4 min read