9 Of The Best Books, Articles and Podcasts About eCommerce & The Fashion Industry There are only a few weeks left in 2025. Before I had kids I would try to take off work between Christmas and New Year's Day and spend a lot of that time reading. In this issue I'm sharing some of the best media I consumed in 2025 that helped me become a better marketer, especially with regards to the fashion industry. It takes more than a few media buying hacks to succeed as a fashion brand–the biggest, most...
16 days ago • 5 min read
Lessons & Anti-Lessons From My Time Working At Tapestry I spent my last two years as a W2 employee working for Tapestry, the holding company that owns Coach and Kate Spade (and, when I was working there, Stuart Weitzman). In this role I was exposed to the marketing, merchandising and eCom operations strategies and tactics for all three brands. And I learned a lot, both good and bad. Before we get into it, I want to thank this week's sponsor: Lifecycle PLM. Lifecycle is a modern PLM platform...
30 days ago • 5 min read
Email Marketing Content Strategies That Go Beyond "See It, Like It, Buy It" If you’re a long time reader of this newsletter, you’re probably familiar with my “see it, like it, buy it” (or SILIBI) strategy for Meta ads. You can apply SILIBI to your email content strategy, too. It’s quite effective. But if that’s the only content strategy you’re running in email, you’re missing out on potential sales. There are a few reasons you should expand your email strategy beyond SILIBI: Before we get...
about 1 month ago • 3 min read
Fashion Industry Secrets: Everything You Need To Know About The Luxury Strategy As A Fashion Brand Luxury brands appear to have the most privileged position in the fashion and retail landscape. The product margins are insanely high and consumers never question them. From a product design POV, these brands can do whatever they want. Their marketing departments appear to have a blank check–celebrities, international runway shows, campaign shoots in beautiful, remote locations. Before we get...
about 2 months ago • 6 min read
Merchandising Decisions That Seem Small Can Sabotage Your Growth: 3 Real Examples You're getting a bonus issue of the newsletter this month, but there's a catch: this newsletter is "sponsored"...by me! I just launched my first course: Retention Beyond Email. If you are subscribed to my other newsletter, you've already heard the news. I designed this course to address a recurring theme I've seen in my consulting work: retention problems are often really acquisition problems, and acquisition...
2 months ago • 4 min read
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...
2 months ago • 6 min read
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...
3 months ago • 6 min read
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:...
3 months ago • 5 min read
Meta Ads Creative Roundup: 5 Footwear Brands With Killer Meta Ads Footwear is a fashion category that is close to my heart–my first eCom marketing role was with Donald Pliner, a footwear brand, and some of my biggest consulting clients (Larroude, Johnston & Murphy) have also been footwear brands. 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 modular than the...
3 months ago • 3 min read