Year In Review, And Why You Should Consider Becoming A Member

Typically, this would be a members-only issue of the newsletter. But it's New Year's Eve–I'm sure there is minimal appetite for hard-hitting tactical content right now. So I'm sending this out to everyone.

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I started DTC (fashion) Decoded in back April because, after more than a decade working in eCom and digital marketing, I still couldn't find tactical content written for fashion brands.

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I'm pretty active in the online DTC community, where agency owners, marketers and founders share tons of advice on every aspect of eCom.

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But most of that community is not working for fashion brands. If you're a fashion marketer entering that space, you'll quickly realize that maybe 50% of the advice will work for you. Fashion brands are simply built different.

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When I launched this newsletter, I wondered if anyone would be interested. But the readership here grew faster than I expected. We have almost 1,000 subscribers, and more than 70 paid members!

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In the first draft of this note I had like six paragraphs here explaining the economics of running a newsletter and why the membership is so important, but I'll spare you.

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I'll just say–it's personally frustrating to me that the nature of this business model kills good, thoughtful content. The slop really rises to the top.

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With that said–I'd encourage you to sign up for a membership to DTC (fashion) Decoded.

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You'll get access to the entire archive of members-only content. I've shared some really detailed tactical guides–the same advice I share with consulting clients who pay thousands to work with me.

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Here is just a sampling of what I've shared with members:

• ​How to scale your Meta ads spend to $1k/day profitably​
• Once you've done that, here's how to scale to $10k/day and beyond​
• ​My Google Ads playbook for fashion brands​
• ​How to optimize your brand's markdown & promo strategy​
• ​My guide to influencer marketing for fashion brands​
• ​How to break into wholesale without losing money​

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If you get value out of this newsletter, signing up for membership is the best way to say "thank you".

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But if that isn't feasible, the second-best way to say "thank you" is to share DTC (fashion) Decoded with your network and encourage them to subscribe.

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The third-best way is to reply to this newsletter and tell me what topics you'd like me to cover in 2025.

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Thanks for reading. I hope you have an amazing 2025!