Hot Girl Pickles 💬

Welcome to another edition of our DTC Creator. This week we are sharing our favorite campaigns from ‘Hot Girl Pickles’ to Skim’s reduced rate flagship store. Let’s dive in and start off with some DTC marketer top tips and check ins…

3 tips for DTC brands this week:

Wanna ground your business back to basics? If you’ve got the following three elements covered and considered, don’t fret - you’re on the right track!

1. How do you connect with your customers emotionally when you aren’t the one handing over the parcel in the flesh? 

2. How does your packaging impact business costs and customer experience? 

3. Have you budgeted for damaged and lost items? 

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Good Girl Snacks: How to build fans who fight for your win!

Good Girl Snacks founders and best friend, Leah and Yasaman, quit their jobs and started their company 10 months ago. 

Two weeks ago, the duo posted a TikTok where they saw their product in a store - which happens to be their favorite in Los Angeles - for the very first time!

Their first product ‘Hot Girl Pickles’ is based on the idea that leading pickle companies seem outdated and are hardly ever organic, despite how much Gen Z loves pickles!

The content they post is world building and cleverly creates story arcs with each post, often placing their friendship and authentic hard work at the center. They document the highs and lows of running a business as two young females. 

Their branding is also very clear and very strong. The designs feature recurring characters who fight against the modern pickle companies we see on the shelves. 

The content worldbuilding is so enjoyable to watch and allows fans to fight for Good Girls Snacks as they grow their business. This not only ticks the social media creator box but also promotes word of mouth marketing.  

Skims flagship store pays 75% less rent than Versace

Kim Kardashian’s shapewear brand Skims is planning a luxurious flagship store in the leased five-story Beaux Arts mansion by February 2025, showcasing a commitment to upscale retail experiences. 

To kick off the moodboard, the brand has secured a prime Fifth Avenue location - paying 75% less for the 20,000-square-foot space than the previous inhabited brand, Versace. With a $4 billion valuation and $270 million recent funding, Skims thrives. 

Skims decision to move into physical stores, including a flagship in NYC and expansion in Los Angeles, reflects how its strong growth and increasing product demand has resulted in a robust growth strategy. Since its shapewear beginning, the brand now includes lingerie, swimsuits, and menswear.

Glossier’s new CEO Kyle Leahy has driven an evolution

Did you know that 70% of Glossier’s sales come from referrals? Their strategy is focused on building a community meaning that the community does the advertising for them! It helps that their products are top quality and feel like butter on the skin. 

The brand saw serious DTC shifts earlier this year when Kyle Leahy was appointed CEO. Leahy drove Glossier into an evolution from a DTC model to embracing wholesale at the right time, responding to market changes and widening its consumer base. 

With retail sales up 50% year-on-year and successful partnerships with retailers like Sephora, Glossier's global expansion and innovative product offerings continue to drive impressive financial performance and market success.

Other marketing news:

1. Shein’s First Pop Up Store is Giving Greenwashing
   Fast fashion giant Shein debuts its first pop-up shop in Vancouver from April 11th to the 14th. The pop up boasts an immersive experience with a 360 photo booth. The pop up also promises a clothing donation drive… sounds like greenwashing to me as if a clothing donation box is going to rewind the carbon footprint on one of the world’s leading fashion polluters. Nevertheless, the pop up is happening as experts forecast the return of direct-to-consumer pop-up shops. 

2. Full Glass Wine Co Closes Funding
   The new parent company of DTC wine subscription brand Bright Cellars has closed a Series A funding round for $14 million, led by Shea Ventures. Full Glass plans to use the funding for growth, including new marketing campaigns, according to a press release.

3. Mergers Might Be the Next Wave of DTC Exits
   Apparel brands Knot Standard and Billy Reid are teaming up in a move investors say we may see more of as fashion start-ups seek alternative funding routes to grow their businesses.