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...
9 days 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...
16 days 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...
23 days 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 1 month 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...
about 1 month 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...
about 1 month ago • 4 min read
7 Proven Tactics For Boosting BFCM/ Holiday Sales Profitably In part two of my holiday planning series, I’m going to share the specific strategies and tactics that have helped my clients break records during BFCM and the entire holiday season. If you haven’t read part one, go back and do that now. To get anything out of this guide, you’re going to need to know if your brand is a “holiday” brand, and if this period is an acquisition or retention moment (or both). Before we get into it, I just...
about 2 months ago • 5 min read
Ultimate Guide To Holiday & BFCM 2025: Everything You Need To Beat Records & Make Money If the Black Friday, Cyber Monday (BFCM) season is important for your brand, you really need to start planning for it in July. Even if your brand is new, or BFCM isn’t a peak, you still need to consider how this season will impact you. Before we get into it, I want to thank this week's sponsor: WorkMagic. WorkMagic is a measurement platform that uses automated incrementality testing to calibrate...
about 2 months ago • 5 min read
How To Optimize Your Fashion Brand For High LTV (Hint: This Has Nothing To Do With Email Or SMS) When most marketing and eCom folks talk about “retention”, they’re using that word interchangeably with email and/or SMS marketing. But those two channels are only 25% of what it takes to drive customer retention. What’s the other 75%? An equal mix of business foundations, customer attributes and acquisition marketing. Here’s something that most operators don’t know and most retention marketers...
2 months ago • 4 min read