Member Brief: Brand-First Strategy

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In a recent conversation with the CEO of journey marketing platform Shoelace, Reza Khadjavi posed an important question: what is the modern definition of brand-first? With customer acquisition costs (CAC) rising and retention rates emerging as the key performance indicator, the question has never been more critical. It’s a topic that legacy brands know well; it’s a question that the savviest of digitally-native brands have begun to answer for themselves. And while that answer isn’t a universal one, there are commonalities to consider.

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Member Brief: The DTX Company

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The DTX Company is emblematic of the era of that we’re in. A new fund – led by former Oath CEO Tim Armstrong – has launched to influence an evolving direct to consumer retail ecosystem. In this report, we take a look at what DTX is hoping to achieve and we suggest an adjusted path forward. Things are changing quickly and DTX has an opportunity to position their fund for where DTC is going. Each week, a new direct-to-consumer brand launches to a calculated fanfare.

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Member Brief: The Lululemon Dossier

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Fast forward. The Lululemon direct to consumer (DTC) business is on the upswing. Bloomberg reports a 47% increase in the brand’s sales after a revamped Oracle site and improved customer acquisition strategies.¬†Shares rose 14% in after hours trading yesterday, with the Vancouver brand’s stock inching toward its trading highs. According to analysts, the stock’s value reflects an investor confidence in the brand’s plans to address: (1)¬†international expansion (2) eCommerce revenue growth (3) and continued traction with male consumers.

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