Jenni Kayne Case Study: The 5 Types Of Products You Need To Grow Your Brand With Meta Ads Jenni Kayne built a nine-figure brand with a combination of smart merchandising and the strategic use of direct marketing. When your customer acquisition channels and your product development pipeline are in sync, great things can happen. I’m going to use Jenni Kayne to help illustrate my 5-part framework for building out a product assortment when Meta is your top source of new customers. Here are the 5...
7 days ago • 5 min read
The Most Successful Fashion Brands Pass Through These 3 Growth Stages Wanted to expand on my LinkedIn post. I think this framework will help a lot of fashion brands who are wondering “why am I not growing”? But first, I want to thank this week's sponsor: Inventory Planner by Sage. If you're still doing planning in a spreadsheet, you're leaving money on the table. Inventory Planner's software is informed by decades of retail expertise to help you maximize the ROI of your product assortment. To...
14 days ago • 5 min read
Google Ads 102: Advanced Scaling Tactics A few weeks ago I shared the “first principles” of running Google Ads as an incremental sales channel, along with a basic campaign setup I recommend for fashion brands. This week I’m going to share some tactics for optimizing and building on that basic setup. Most of these tactics require some spend/data to execute. First: A Revision In the original Google post I recommended this core setup: an acquisition PMax, a retention PMax and a text search...
21 days ago • 6 min read
High Sport Case Study: Ditching "Best Practices" To Transform $860 Pants Into A Must-Have Item A few weeks ago I shared my POV on why fashion brands should NOT pursue the luxury strategy. In this issue, I’m going to share an exception that proves the rule. High Sport is a brand that seems to have come out of nowhere, taking the shopping recs newsletter-verse by storm with their $860 knit pants. That’s right: $860. Knit pants. Before we get into it, I want to thank this week's sponsor:...
28 days ago • 4 min read
Wholesale 101: How To Make It A Profitable Channel For Your Brand Wholesale is one of the topics I’ve changed my mind on in the past five years. I used to be against it entirely. Now I think it can be used strategically to contribute to overall brand growth. There are three good reasons for a brand to expand into the wholesale channel: The brand has proven PMF in the eCom channel and wants to use wholesale to bolster brand awareness and credibility. The brand is targeting a niche audience/the...
about 1 month ago • 10 min read
Don't Let This Be You: How Fashion Brands Abuse The Luxury Strategy I have a feeling this is going to upset a lot of folks reading right now. But this is a recurring issue that has sabotaged too many promising brands. It’s rare to see so much potential burned to the ground for so little payoff. So let’s talk about the Luxury Strategy, and how soooo many fashion brands abuse it. Before we get into it, I want to thank this week's sponsor: Segments Analytics. Segments Analytics integrates with...
about 1 month ago • 5 min read
6 More Merchandising Secrets Big Brands Want To Keep To Themselves In this week’s issue I’m sharing six of the highest-value merchandising learnings from my interview with Nicole Guena. If you missed last week’s issue, Nicole is a merchandiser who has worked with globally recognized brands like GH Bass, DKNY and Karl Lagerfeld. Like me, she has gone solo as a consultant. If you need help with inventory planning, promo strategy, or launching more best sellers, reach out to her here. (Fun fact:...
about 2 months ago • 5 min read
Merchandising: The Secret Fashion Growth Hack Big Brands Don't Want You To Know Merchandising is something we don’t talk about enough in the DTC world. So I brought in an expert to help explain what “merchandising” even is, and how you can use it to grow your fashion brand. Before we get into it, I want to thank this week's sponsor: Segments Analytics. Segments Analytics integrates with your Shopify store and finds you actionable, profitable customer segments instantly, then lets you push...
about 2 months ago • 7 min read
Maximize Customer Lifetime Value With My Lifecycle Marketing Playbook Now that we know how the fashion customer behaves, I’m going to share some campaigns and strategies I use to transform that information into cold hard cash. Strategic Merchandising Put your best selling products in your most expensive acquisition channels (Meta, Google, other places you access qualified in-market audiences). Develop a process for identifying new best sellers early and improving your hit rate. This process...
2 months ago • 6 min read