Reshma Chattaram Chamberlin

Join the Rock Fight, LLC for my podcast conversation with Colin True. In a world of expanding consumerism, staggering choice and increasing product affordability, with decades trying to change consumer behavior otherwise, #appliedinnovation allows that all options are on the table to finally solve for waste and sustainability where we discuss: - The polarization of the American Consumer Market: the appeal and impressive price elasticity of brands that are truly connected to consumer ( HOKA, On, lululemon, HUGO BOSS ), the Rise and Rise of Value ( Walmart, Target, SHEIN ), and The Rest: brands stuck in the #MessyMiddle in between ( thank you Scott Belsky ) - The Brand Conundrum: Fiduciary Responsibility or Environmental Responsibility: can we have it both ways ? ( Patagonia ) and is it fair to keep blaming brands (?) - #digitalinnovation leading the way to the Outdoor UX ( Strava, DashLX ) and Brand Loyalty - The democratization of the Outdoors ( Hipcamp , Outdoorsy, HOLO Footwear, Jimmy Chin on Netflix , climbing walls at Public Lands, and a shout out to Tae Kim and his pioneering vision at Alite ) - The reality of ( imminently ) pending legislation and our industry organizations helping us prepare ( American Apparel & Footwear Association (AAFA), Footwear Distributors and Retailers of America (FDRA) )thank you Steve Lamar and Matt Priest - Moving beyond 'the bottle' from recycling to circularity ... mechanical, chemical, and molecular ( Circ®, Reju, Ambercycle, LanzaTech Mango Materials , Eastman, Invisible Company ) on the march to commodity price parity - The hope for the future of our industry and our planet when all options are being #innovated

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In 2013, Nate Checketts and I were friends emerging from painful entrepreneurial speedbumps. We both dreamed of launching our own outdoor/athletic apparel brands (Cotopaxi and Rhone). We could have seen each other as competitors, but we instead invested a few thousand dollars in each other’s businesses in a show of solidarity (and when I say a few thousand dollars, it was an embarrassingly small number because neither of us had money). We ended up launching within weeks of each other. Nate gave me valuable feedback on early Cotopaxi logo concepts, we shared supplier contacts, media leads, and investor intros. For the last decade, we’ve been each other’s biggest cheerleaders. As both brands were getting started, Peter Lane Taylor from Forbes wrote an article about each of us (an intro from Nate). Peter has covered dozens of startup brands over the years - many are no longer around or are shadows of their original vision. A few of them, however, scaled remarkably fast. This is an article highlighting five standout brands and what set them apart. I want to give Nate a huge high five and hug for the incredible job he’s done as a founder/CEO and for his sincere friendship over the years. Your friendship and support has meant the world to me, Nate.

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Let's talk about Taylor Swift's 'The Tortured Poet's Department' launch. Two of her physical merch/music distribution points were Amazon and Target. We all know they aren't your mom-and-pop record shop or a music-specific marketplace. Amazon accidentally shipped out Taylor's vinyl a day earlier than the launch date, making affected fans very happy but I'm sure Taylor's team... not so much. https://lnkd.in/gRtbDycc Target employees took photos of the display materials out of excitement and posted on TikTok. If this shows us anything it's that while these marketplaces are great places to sell your music and merch en masse, the conglomerate nature of the business doesn't support the integrity and thoughtfulness put into working with artists and their work, brought by actual music industry companies. This doesn't definitively say companies can't make mistakes even at the scales those two are at, but we should still think about the implications of working with giant corporations. What are your thoughts?

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Remember the dreaded beauty counter experience? Harsh lighting, a sea of unfamiliar products, and the pressure to find the "perfect" shade – it was enough to make anyone break a sweat (and maybe a few makeup testers). Thankfully, Sephora, the beauty industry's tech-savvy leader, has brought the revolution we've all been waiting for: the Virtual Artist app. The Secret Weapon: Augmented Reality Makes Makeup Magical Sephora's Virtual Artist app isn't your average shopping tool. It leverages the power of augmented reality (AR) to transform your beauty shopping experience: Try Before You Buy (Virtually): Ditch the testers and messy samples! This innovative app lets you virtually try on makeup products in real-time. Like a lipstick shade? See how it looks on your skin tone instantly. Eyeing a new eyeshadow palette? Apply it virtually to see if it complements your eye color. It's like having your own personal makeup artist, helping you find the perfect look without the guesswork. Personalized Picks for Your Perfect Palette: The app goes beyond just virtual try-on. It analyzes your preferences and past purchases to offer personalized product recommendations. No more wandering aisles, wondering if a product will suit your style. Sephora's Virtual Artist tailors suggestions to your unique needs, making the shopping experience a breeze. The Results: A Beauty Tech Boom Sephora's innovative approach is a beauty game-changer, and the stats prove it: Sales Soar Online: By offering a more personalized and interactive shopping experience, Sephora has seen a 15% increase in online sales. Customers feel more confident in their purchases, leading to happier shoppers (and fuller shopping carts!). Engagement on Fleek: AR technology creates a fun and interactive experience, boosting customer engagement and brand loyalty. Who wouldn't love virtually trying on makeup before buying? A Leader in Digital Beauty: Sephora's integration of AR technology demonstrates their commitment to digital innovation. They're not just a beauty brand; they're pioneers, shaping the future of the beauty industry. Inspired by Sephora's Virtual Makeover Magic? Sephora's story showcases the power of combining personalization and interactive tools to enhance customer experience and drive sales. But how can you translate this success to your own business? The key is to embrace innovative technologies, personalize the customer journey, and prioritize interactivity. Ready to Transform Your Brand's Customer Experience? Head over to our YouTube channel, Digital Insights Nexus [https://lnkd.in/gkF7NiWT]. We explore case studies like Sephora's and share actionable tips to develop a digital strategy that will make your brand a leader in customer engagement. So, subscribe today and join our community of marketing innovators! Let's turn your brand into the future of customer experience.

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Exciting news! 🌟 Congrats to the team at Dôen for being named the Hottest Brand of the Summer by WWD! 🏆🎉 Below - 7 things they’re doing with ecomm helping them hit 40% YOY growth. Can't wait for what's next. 1. Great Imagery - Beautiful, feminine & natural photography - Connecting on a personal level - Showcase product AND evoke emotion 2. Super Detailed Product Information - Product-level size guides - Detailed descriptions include a sheerness index 3. Focus on Impact - Ethical production includes the use of natural & recycled fabrics - Partnerships with women-owned factories - Transparency around work to become more sustainable over time 4. Customer Connection - Actively listen to customer feedback - Adjust products and site info 5. Seamless Shopping - User-friendly site design - Easy navigation - Intuitive (but on brand) interfaces 6. Notification on Sold Out Products - Popular, sold out items let customers get notified on restock - Shoppers stay engaged and anticipate new releases 7. Engaging Digital Content - Emails are editorial featuring team members and friends - Products are released in ‘chapters’ - Telling stories and building excitement for each drop https://lnkd.in/g8Y6Fp-6

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Tell me you're worried about your value impression without telling me. I was taken aback when I opened the box. In my experience, consumers take packaging very literally, and I wonder how much blowback #Olay and other beauty brands get for this move? I'm not sure if this is shrinkflation (changing the size of your package without lowering your prices) or just a case of a brand using their secondary package (the carton) to imply better value than when you open it up and see the size of the jar. What do you think? What other brands have you seen doing this? #branding #packaging #shrinkflation #shrinkage

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So far this year we've had 3 really exceptional GGG brands close their doors: Waymark Gear Co, Bushka's Kitchen, and Appalachian Gear Co. Each was well-respected, each had beloved products in the ultralight space, and each was trying to navigate the very real challenges associated with scaling. While I don't know all the specific nuances of their individual situations, transitioning from cottage startup to growing small business is tough. It requires a totally different skill set, a totally different set of objectives, and a very different set of risks. It's not just you in your basement, it's staffing, big invoices, and an ever-growing overhead. Running a small business requires constant evolution. The ability to ask yourself daily, "what does my business need from me today?" It requires you to grow alongside your company, know when to ask for help, and know when to step up and when to step back. Starting a business is hard, but I think scaling is arguably harder. To each of these three brands, know that you are missed ❤️

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"Control your expenses better than your competition. This is where you can always find the competitive advantage." Sam Walton. So why are you shocked by SHEIN? I mentioned the threat of this brand at a talk two weeks ago. It is a company that is managing everything and leading with AI and data. Now, let me shock you instead. Major retailers with operations and supply chain channels in Asia could move their operations there. Why not? The issue with consumers in the Western World is that more and more are falling economically behind. A retailer that offers fashion or other products at lower prices wins the game. If operating out of Asia can improve sales and profits and provide consumers with better finances in the long term, why not? However, that means that the future of stores may be showrooms and minimal inventory and staffing. Yes, e-commerce would grow again. You may say never because that's what we want to believe or have been trained to believe. I would say we have to explore it because there are advantages that cannot be dismissed. I have to throw this in. It's just like AI and EVs; you may say never to either or both, but when they stop making ICEs, and businesses can't do without AI, what choices do you have? #SHEIN is telling us there is another way to compete. Let's listen a little closer. #retailing #strategy #ceo #technology #ecommerce

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In the chaos of the everyday hustle, it is easy to lose track of progress. We set goals, we meet them (when things align) and we move on to the next. As I close in on my fifth month at First Retail Group, I'm taking a brief moment to pause. A gentle reminder, for all of us, to celebrate the wins and embrace the lessons learned from the misses. Wins, no matter how small, serve as markers of growth and perseverance. Here are my top 10 *moments* thus far: 1. My kids coming to see me at work when I couldn't make it home, thanks to the best support system a working mother/parent could ever ask for. 2. Company Vision, Mission and Values defined 3. Team OKRs in progress 4. Performance Management System introduced 5. 50+ new hires 6. 1 award of bid for a new strategic location 7. 1 new brand partnership confirmed 8. 1 store reopening - Miniso, Gulf City Mall 9. 1 new brand, new store opening - Levi's East Gates Mall 10. 2 new store openings - Miniso Trincity Mall and Miniso Westmall And yes, there were LOTS of missteps, missed deadlines and outright misses. Evident by the serious bags under my eyes from a BIG week with MISSED sleep 😅 Pause over - back to it! #Retail #Backtowork

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Back In Feb 2024 when I visited Bharatex ( 26 Feb - 29 Feb 2024 ), I visited both Bharat Mandapam & Yashobhoomi (IICC). In both places, I saw the presence of various Hemp brands in the fashion industry. Let’s talk hemp - it’s not just for making ropes or sacks. This plant is revolutionizing the fashion industry with its incredible features. At Bhartex, I saw firsthand how hemp is changing the game. It’s durable, resilient, and has a texture that designers love to work with. Plus, it’s a dream for anyone who’s into comfort. Hemp fabric is breathable, which means it keeps you cool when it’s hot and cozy when it’s not. But why Hemp, here’s the real kicker: hemp is eco-friendly. It requires less water and no pesticides to grow, making it a sustainable superstar. And it gets better - hemp actually replenishes the soil it grows in. Talk about giving back to Mother Earth! The fashion brands at Bhartex were all about showcasing hemp’s versatility. From casual tees to high-end fashion, hemp is proving that you don’t have to sacrifice style for sustainability. So, let’s start a conversation about our choices in fashion. With hemp, we can make choices that are kinder to our planet and still stay on-trend. #SustainableFashion #HempInnovation #Bhartex2024 #EcoChic"

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Overwhelmed. I imagine that's a word many shoppers would use to describe the process of picking out paint colors. I know I can attest to that from a recent painting job that we finished. This is a problem that Behr Paint Company set out to solve for their The Home Depot shoppers. The below picture from last week's Home Depot trip is a great example of how and when to use technology to solve a shopper problem at the shelf. This activation provided a tool to quickly assist, educate, inspire and deliver personalized solutions to a shopper who is willing to spend time to engage in store. This is the type of solution that typically lives digitally in the pre shop phase of the purchase journey but was very well executed at the physical shelf by Behr. What use of in store technology have you recently been impressed or unimpressed with?

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Small B2B Lessons From B2C Giants ✨ LESSON 1: New Balance 👟 From Chicken Feet to Global Icon! New Balance wasn't always the footwear giant it is today. It all started in 1906 when William J. Riley, inspired by a chicken's three-toed-balance (yes, really!), designed unique arch supports in Boston. Here's the rise: 1906: New Balance Arch Support launches for workers who spent hours on their feet. 1934: Partner and salesman Arthur Hall steers them towards athletic footwear. 1960: The "Trackster" launches, as the only running shoe with width options. 1976: The "320" with its iconic "N" logo becomes the No. 1 Running Shoe (declared by Runner's World mag). 1982: The "990" transcends athletics, becoming a status symbol (endorsed by the likes of Steve Jobs). Beyond: New Balance quietly enters pop culture, through rap & hip-hop at first, being slowly embraced by everyone. "Worn by Supermodels in London and Dads in Ohio." ___ Top B2B Takeaways ✨ 1. KNOW YOUR NICHE Don't chase trends. New Balance focused on comfort for workers & runners (their niche). B2B TIP 1: Solve YOUR customer's core problems. Become the go-to solution. 2. DIFFERENTIATION VS. TRENDS New Balance prioritised quality control. "Made in US" became their trademark. The shoe for those seeking reliability & durability. B2B TIP 2: Find your unique differentiator! It’s likely in the needs overlooked by your competitors & the industry. 3. EMBRACE YOUR LABEL New Balance owned the "dad shoe" label. B2B TIP 3: Don't shy away from your label. Start by building loyalty there. Get all Dad's in Ohio first. Supermodels will come later. ___ 💬 What's your favourite thing about New Balance? ___ Did you find this useful? For more brand sparks & matters: 🧭 Follow Me! 🔔 Hit the bell for more! 🔁 Repost for your network! #innovation #marketing #branding #b2b #sparkandmatter

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In our proprietary, research-based “7 Rules of Emotionally Intelligent Luxury” system The Luxury Institute, LLC addresses the full range of human emotions that brands inspire. Pricing inspires strong, deep emotions. This article is old news to anyone who knows wealthy people. But what can we add from Luxury Institute’s research with our exclusive and vast network of HNW and UHNW consumers? It’s all about emotions. 1-Yes, wealthy consumers are value hunters too, even billionaires. Recently, I called a friend who is a multi-billionaire. She was at The Home Depot buying paint for her home remodeling on sale and was quite happy and proud of her bargain. That’s typical behavior for many wealthy people. Especially Old Money. 2-Being sold at T.J. Maxx is a losing strategy for the true luxury brand. Wealthy consumers define true luxury in their minds. When they see what claims to be a true luxury brand sold at a discount, their perception changes. If they have been paying full price, they may feel betrayed. That’s why Tesla owners now have dissonance about their previously beloved brand when they think of how much they paid vs. the deep discounts others got. One of those feelings is anger, a very strong emotion. 3-As AI becomes the norm, there will be a level of price transparency we have never seen before. And as wealthy consumers use their private, personal AI agents to shop, many brands that discount often will become commodified. There will be an even more pronounced Bifurcation. True luxury follows the “7 Rules of Emotionally Intelligent Luxury.” Pretend luxury gets redefined into bargain brand status. 4-True luxury is not just about a great product. That’s table stakes. True luxury is about Extraordinary Experiences, Emotional Intelligence, and Long-Term, Trusted Relationships. If you don’t follow the “7 Rules of Emotionally Intelligent Luxury” you lose. AI will make you an even bigger, faster, better LOSER. Many think that when The Luxury Institute, LLC recommends that High Performance with High TRUST is required to deliver Extraordinary Client Experiences and build Long-Term Client Relationships, these are just nice to haves. No.

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Adaptive clothing is very much on the cusp of becoming a mainstream category. We're still early, and we still have a long way to go, but there are whispers of a much larger movement that is gaining momentum. I often get asked about the number of brands entering the space. Am I threatened? Here's the thing: in the four categories No Limbits currently serves (people with lower limb difference, wheelchair users, sensory friendly, and folks with limited dexterity,) the market has been estimated at $2.6 billion in the US alone. We need more brands to enter the space. The challenge we face is not that the market is niche, it's that people with disabilities have felt ignored for so long that they don't know that adaptive options are out there, and unless they're newer in their disability journey, they've given up searching for it. Every brand in the adaptive clothing space benefits from more activity in it. And there are so many problems to solve that it's easy to be collaborative instead of competitive. It's for this reason that events like Denver Fashion Week are so instrumental. Showing adaptive fashion as a part of mainstream fashion is pivotal to its inclusion as a category. https://lnkd.in/ePTYCYRA #entrepreneurship #adaptiveclothing #accessibility #disability #fashion

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Design that solves problems: my favorite! (and a reminder that strategy is so important!!) I'm so stoked to bring design and strategy together for this website and branding project for Stacy. Stacy is an awesome independent sales rep on a mission to blend style with sustainability in the outdoor industry. Our big goal with the website design, branding, and print assets has been to help her customers (and to help Stacy!) save a ton of time by providing quick, easy, simple-to-navigate access to catalogs, order forms, application forms, promo info, trade show booking calendars, and more. Instead of spending hours sending emails with a ton of brand info, attachments, and appointment times, now it's as simple as sending over a link to a (super easy to update) brand page/hub with all the info. Ease of use for Stacy, ease of use for her clients, and ease of use for potential new accounts. Yay! #strategicdesign #customgraphicdesign #outdoorindustry

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Since the launch of Kizik's Motion is Magic brand platform, I've been asking myself one big question... How do I operationalize our brand in my sphere of influence? It is easy to change the look and feel of work product - but greatness for Kizik is our brand values influencing the decisions we make. Denise Yohn's book "What Great Brands Do" is giving me compelling clues, but tell me.... How is your brand more than just advertising? How does your brand inform what you do (not just what you say you are)?

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I like the old school ways of working A pen, a proper notepad paired with a face to face real conversation Some retailers try digital visits I facilitated several when I went to a store & dialled in the corporate team for a ‘walkthrough’ with iPad pointed at every area of the store 🤪 It was ok But it doesn’t come close to the real thing And that’s why it’s important to not lose touch of moments that matter ✅ Taking the Manager out for a walk & talk ✅ Bringing the team a fruit platter - coffees ✅ Asking the team for real feedback ✅ Product try-on sessions ✅ Thanking the team & telling them they matter When you do these things Regularly You are building a culture of trust & care 🫱🏼‍🫲🏽 And by human nature When someone FEELS you actually give a sh!t about them It will be reciprocated - in effort, in dedication, in output, in enthusiasm & so on A culture can be supported with digital tools But it doesn’t start there It starts with people having real moments of connection ☺️ #retailing #customerexperience #leadership #culture

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If you have a resale program and you're not highlighting it during Earth Month (i.e. this month), you're missing out. 🤷‍♂️ It's the perfect time to promote sustainable shopping and give your program the love it deserves. Here's some inspo: ♻️ Highlight your why: Share why you launched resale in the first place and highlight all other sustainability initiatives you're embarking on. Your customers want to know. ♻️ Increase Seller Rewards - Encourage customers to rehome their clothing sustainably by increasing brand credit for sellers during this month. ♻️ Refresh your resale shop: Do a "closet clean out" of your own by uploading returns, seconds, and samples to your resale shop to extend their life (and earn revenue from them :). ♻️ Run a sale: Partner with Treet to run discounts to encourage people to shop your brand secondhand.

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