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DTC (fashion) Decoded

Most of the eCom and digital marketing advice published online is not written for fashion brands. It's about time we changed that. Subscribe for two free issues per month, featuring tactical guides, tutorials and case studies from real brands.

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"Top Of Funnel" Campaigns For Fashion Brands

How To Fill Your Marketing Funnel Profitably Without A "Problem/ Solution" Narrative Last week I explained how the customer journey/marketing funnel works for fashion brands. This week I’m going to share three “Top of Funnel” campaigns that you can run profitably using digital channels. For "problem/solution" brands this is simple–start talking about the problem instead of the product, then launch those ads into a Meta conversion campaign. Because fashion brands don't really have a "problem",...

The "Problem/Solution" Marketing Funnel Doesn't Work For Fashion; Here's What Does: A lot of eCommerce marketing advice is framed in terms of “the funnel”: the customer’s journey from zero awareness of your brand to conversion. The standard advice: aim your first ads at prospects who are both problem- and solution-aware. This audience will be the easiest to convert because they have high intent. There is one major issue with this approach: most fashion brands don’t solve a problem. Before we...

How To Set The Right KPIs For Your Marketing & Stop Worrying About Attribution (Or Running Out Of Money) “What gets measured, gets managed.” Your digital marketing KPIs can make the difference between profitable growth and bankruptcy. You can’t lean on industry or competitor benchmarks to decide what ROAS or CPA is “good”. You need to set your targets based on the unique needs of your business. In this issue I’m going to cover: The most important metric for managing profitable growth How I...

Struggling To Grow? It's Probably One Of These 7 Reasons Fashion is a challenging industry. Heidi Klum was right: “one day you’re in, and the next you’re out.” Our products have a limited lifecycle–you’re only as good as your last best-seller. But that's not the only reason so many fashion brands struggle to grow the DTC channel. Most of the brands I’ve worked with run into at least one of seven roadblocks that prevent the business from breaking through to its next phase of growth. Before we...

Launch A Profitable Meta Acquisition Campaign & Scale To $1k In part 1 of this series, I walked you through how to validate product-channel fit for your brand on Meta’s advertising platform. Go back and read that issue of the newsletter if you haven’t done so already. In part 2 (today’s issue), I’m going to show you how to take what you learned in part 1 and use it to acquire new customers profitably. You should be able to use this strategy to scale your daily budget up to $1k…assuming there...

The Quickstart Guide To Meta Ads For Fashion Brands: Get Started This Weekend Meta Ads can change the growth trajectory of your fashion brand. But Meta Ads can also become a money pit. I’ve worked with several fashion brands with strong wholesale distribution and $1-5M in eCom sales who couldn’t get Meta Ads to scale (until I came along). Lesson: brands that scale outside of Meta won’t automatically scale within it. If you've tried Meta ads but can't seem to crack $1k/day in profitable daily...

Find Free Money In Your Email File With This Email Playbook In this guide I’m going to cover the pillars of an effective email marketing program for fashion brands. If your email revenue is lagging or you don't know where to start, check your current email strategy against this playbook. Before we get into it, I want to give a big thank you to our launch partner: TESMO. TESMO is a full-service Amazon management agency for DTC brands. TESMO specializes in scaling the Amazon channel for tricky...

"Where Is My Demand Coming From?" You must answer this questions if you want to keep your fashion brand alive in today's retail environment. This question represents a seismic shift in the art and science of retailing–a shift that has crept up on many brands who are now struggling. Before we get into it, I want to give a big thank you to our launch partner: TESMO. TESMO is a full-service Amazon management agency for DTC brands. TESMO specializes in scaling the Amazon channel for tricky...

My Meta Ads Playbook For Fashion Brands Welcome to DTC (fashion) Decoded, I’m happy to have you here! The fashion business really is different, so it’s about time we got a DTC growth newsletter written just for the industry. My goal is to share actionable info that you can read here on Tuesday, implement on Wednesday and start seeing results by the weekend. Before we get into it, I want to give a big thank you to our launch partner: TESMO. TESMO is a full-service Amazon management agency for...