Plan B: How launching pre-orders helped Aday improve the customer experience As a young DTC brand back in 2015, clothing company Aday hit the market pushing its capsule collections. Made with high-quality materials, but with as few as five products in a collection, the capsules were a hit with customers. The problem came when Aday sold out of certain products, which...
‘Lower cost-per-acquisition’: How Vuori is customizing its marketing for female shoppers One year after launching its women's activewear, and with support from $45 million in new funding, Vuori is going all-in on its women's business by ramping up focus on digital marketing and customer retention.
How Gap Inc.’s company-wide diversity and inclusion council is driving sales A group of 45 Gap Inc. employees, called the Color Proud Council, is taking diversity and inclusion head on at the company, overhauling how all of its seven brands market, merchandise and hire to have a new focus on inclusivity. And it's working to drive sales.
Glossy 101: How fashion brands are rethinking influencer marketing For companies like Nordstrom Rack, Zadig & Voltaire, Toms and Sephora, micro-influencers make up a large part of that mix, and a growing strategy is using influencers to target a micro-segmented audience. They're identifying specific groups of people with niche interests -- for example, a mom with two kids in...
How a new activewear brand is navigating pricing in the crowded market For Yella, a new activewear company debuting on Thursday, setting the price for its leggings and sports bras was the company's major challenge pre-launch. Considering the competition in the activewear market, Yella founder Danielle Mizrahi said she couldn't set prices too high, despite believing her products were of outstanding quality.
Bigger influencers, less involvement: Inside Nasty Gal’s collaboration strategy There may be a decline in the popularity of fast-fashion -- see: Forever 21 -- but there are some brands still managing to stay afloat, even posting significant growth quarter after quarter.
‘Our product never goes on sale’: How MZ Wallace negotiates wholesale partnerships At a time when names like Saks Fifth Avenue and Bergdorf Goodman are struggling to stay afloat, many are becoming flexible in how they work with brands. Brands have more bargaining power, and some -- like handbag company MZ Wallace -- are using it to set strict terms on discounting.
‘It’s our biggest growth channel’: DTC fashion brands are using trunk shows to reach new markets Trunk shows have long been part of the fashion game, traditionally used by designers to sell collections to retailers and customers in intimate settings before they're officially rolled out. And while that model still exists on some level today, young digitally native companies like La Ligne, Part and Parcel and...
‘Any form of exclusion is off-putting’: Why brands are still flocking to inclusive marketing In the last few years, brands promoting diversity and inclusivity through marketing campaigns has become the norm. It no longer feels revolutionary for a company to take this approach, and yet the strategy continues to prove effective for brands not only in gaining new customers but in driving sales.