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Good morning,
Instagram is making us all nostalgic for MySpace with this new feature. You can now add music to your Instagram profile. 🎶
Simply click ‘Edit Profile’ to select a track and choose a 30-second clip to feature on your profile and show off your musical taste and brand’s personality!
Here’s what you’ll find in today’s DTC:
👛 Why Coachtopia has been such a big hit with Gen Z consumers and what we can learn from their road to circularity.
👟 Learn how VKTRY Gear achieved 240% growth by mastering niche marketing.
🎯 And…quick! Five things to ask yourself before you hit publish on that ad.
You’re reading this newsletter along with new subscribers from: Banko Beverage, BAINA, and Legacy Hotels. 👋
🎧 How VKTRY Gear Achieved 240% Growth (Profitably) by Mastering Niche Marketing in Sports
In this episode of the pod, we’re joined by Drew Arciuolo, the visionary VP of Marketing behind VKTRY Gear, a brand that has mastered scaling in the competitive world of athletic footwear accessories.
Drew shares how VKTRY Gear broke through a revenue ceiling and achieved explosive, profitable growth by narrowing its focus and refining its messaging and marketing strategies to resonate deeply with a specific target audience.
Drew explains: “Brands need to evolve past initial messaging, which I don't see a lot of brands nailing and something we are learning more about. But now that we've developed our messaging, it's all about innovation and practicality rather than relying on virality.”
Note: You can mastermind with Drew and 60 other apex operators in Victoria, BC, on September 18-19 at our C-Suite Mastermind event. Grab your ticket here.
In this podcast, we cover:
👉 You can listen to the full episode with Drew here.
👛 Four Ways Coachtopia Promotes Transparency and Circular Fashion
The brand story
Founded in 1941, Coach is a brand known for its quality craftsmanship and ability to reinvent itself throughout the years to appeal to newer generations.
In 2023, they launched a sub-brand called Coachtopia, which combines their brand name with the word 'utopia' to reflect the company's vision of creating a more sustainable world through circular fashion.
The first drop sold out in just 48 hours, and every subsequent drop has sold out quickly, striking a chord with Gen Z.
But how did Coachtopia become so popular?
Here's how the brand appealed to younger shoppers notorious for being incredibly discerning with their purchases. 👇
1️⃣ Strong sustainability message: Coach did a fantastic job of delivering their sustainability messaging by telling stories about how they wanted to reimagine the product lifecycle to reduce waste and environmental impact.
On their site, the tab Circularity explains their commitment to circular fashion and keeps their fans informed about the latest product drops and events.
And their docuseries, Road To Circularity, takes customers on a behind-the-scenes journey on making their products and how they are innovating the fashion industry.
2️⃣ Collaborates with the community: The brand actively engages with Gen Z designers, upcyclers, and fashion influencers to develop the Coachtopia brand so they are well attuned to their audience's preferences and values.
Recently, they worked with four Gen Z upcycle designers to put a fresh spin on a popular design.
The result? An edgy shoulder bag lined with spikes made of 100% recycled PET plastic.
Additionally, The Coachtopia Catalyst Fund donates 1% of its annual revenue to support the work of Gen Z climate leaders.
3️⃣ Innovative design and limited SKUs: The brand uses leather scraps to create unique upcycled products.
Bold colorways and attractive price points made it a winning combination, plus the promise of exclusivity.
4️⃣ Tech innovation that encourages transparency: Each Coachtopia bag contains an NFC chip with a unique digital passport.
Customers can tap their smartphone against the cloud emblem to access their online community plus see more insights about their product.
Coachtopia owners can see more info about the product's sustainable materials, its lifecycle, and its environmental impact for full transparency.
The takeaway?
Coachtopia appeals to Gen Z with its strong sustainability message and delivers a hopeful story through a product that was co-created with Gen Z designers.
They also utilize tech to educate their tech-savvy customers about their circular fashion philosophy so that customers feel invested in supporting the brand and become advocates.
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👀 Optimize Your Budget and Save Time This Q4?! Yes Please
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🌐 IN THE SOCIAL SPHERE
Before you put your ads live, ask yourself these five questions! 👇
🎉 CELEBRATE THIS!
🥓 August 31: International Bacon Day, Trail Mix Day, and Matchmaker Day
✉️ Sept 1: Letter Writing Day, Little Black Dress Day, and Acne Positivity Day
🥥 Sept 2: World Coconut Day, Live Fearless Day, and Blueberry Popsicle Day
🏙️ Sept 3: Skyscraper Day, Baby Back Ribs Day
🍧 Sept 4: Global Talent Acquisition Day, Eat an Extra Dessert Day, Macadamia Nut Day
🙂 Sept 5: Choose Happiness Day, Samosa Day, Cheese Pizza Day
📚 Sept 6: Fight Procrastination Day, Read A Book Day, and Food Bank Day
⚡ QUICK HITS
🚨 Help us help you! Creative is more important than ever. We want to know your biggest creative pain points so we can write tailored content to support you through Q4. Take our quick survey here.
⏰ Time is running out! If you haven’t secured your ticket to our C-Suite Mastermind this September 18th and 19th in Victoria, BC… The time is NOW. Grab your ticket here (trust us, you WILL have FOMO).
📅 MARKETING EVENTS
eTail Connect - ETail Connect West is a key marketing event for ecommerce and retail professionals, offering industry insights, networking opportunities, and discussions on topics like customer experience, omnichannel strategies, and digital marketing.
🗓 Sept 9-11. 📍🇺🇲 Coronado, USA. 🏢 Conference. 💰 Invitation Only
SMX Advanced Europe - SMX Advanced Europe is a premier conference for search marketing professionals, offering advanced insights, workshops, and networking opportunities on SEO, SEM, and content optimization.
🗓 Sept 9-11. 📍🇩🇪 Berlin, Germany. 🧠 Mastermind. 💰 €995-€1695
C-Suite Mastermind - An exclusive, intimate event for 50 DTC brand founders and executives featuring mentor-led presentations, panels, and workshops focused on growth strategies, performance marketing, and brand scaling, combined with unique networking and coastal activities.
🗓 Sept 18-19. 📍🇨🇦 Victoria, BC. 🏢 Conference. 💰$1,995
📥 Got a B2B Biz?
Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. Talk to our team to learn more.
Have you heard our latest podcasts?
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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