the dialled days in china continue
its 2 days in one: first half with suppliers, second half online with the UK team
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Ralph Lauren is so much more legendary than people realise, the true blueprint for every fashion brand
Ralph Lauren has 600 retail store. More than HALF of them are discount / clearance stores.
They have mastered aspirational marketing.
They sell people in big cities a taste of the Hamptons: country estates, polo, sailing and old-money luxury. They use their high-end luxury retail stores in prime locations to achieve luxury pricing power.
They sell people in smaller cities a little taste of Manhattan: ambition, sophistication and big-city status. They use their discount stores to leverage the luxury price anchor and sell volumes at a “discount” but still at very high margin.
The genius - these two shoppers never meet. The guy who paid $180 for his Polo shirt in NYC isn’t rubbing shoulders with the guy who paid $78 at the clearance store in Little Rock.
This story shows the power of price anchors and customer segmentation.
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I get quite a lot of inbound for opportunities to invest or start things
Some of it is quite tempting but then I realise
The highest ROI on my time is just making my brand better
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Fredeca retweeted
''How did this guy just dominate the business niche overnight?''
Guys....there's probably under 10 people in the world who can write this title.
He spent a decade building a proof point.
Not all engagement is created equally
One of our organic social posts got 500k views, loads of engagement saying “super creative marketing” etc
Another one got 300 likes but 20+ comments like “where is this on site?”
We put both on ads and the lower engagement one absolutely ripped
It’s also a lesson that comment sections are absolute gold, and the sentiment of a comment section is a great judgement on whether that creative would scale on ads or not
