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Don't Let A Bad Promotion Strategy Send Your Brand To The Grave In honor of Halloween this week, I'm going to share one of the scariest trends that I encounter when I audit clients' growth strategies. This trend is especially common within the fashion category (probably due to how the industry at large operates). Before we get into it, I want to thank this week's sponsor: Layers. Layers is the first AI search & merchandising tool built exclusively for Shopify Plus. Faster, smarter, and more...
How Khaite Hacked The High Fashion Playbook To Hit 9 Figures In 9 Years I wanted to highlight the brand Khaite for two reasons: It is one of the most successful fashion brands founded in the last decade. It was able to successfully run the traditional fashion marketing playbook where many other brands have failed. But Khaite has a secret: it actually started out as a high end basics brand before evolving into a full-fledged designer lifestyle brand. So essentially, this brand did the...
The Limitations Of The SILIBI Strategy (And How To Break Past Them) One of the foundations of this newsletter (and of successfully running Meta ads as a fashion brand) is the SILIBI framework: see it, like it, buy it. But, as they say, “what gets you here won’t get you there”. In this issue I am going to revisit SILIBI, explain its limitations and tell you what to do when it no longer serves you. SILIBI Refresher Any physical product you sell on Meta falls into one of three categories:...