World builder. Brand defibrillator. Fmr: Claire’s, Athleta, TCG, Alo, Nike, Marc Jacobs, Barneys. Founder of @Gofalldigital @psdept
Los Angeles, CA
Joined September 2011
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Honored to share my journey to this brand and the work we are doing to build for next gen girlhood.
New brand chief Michelle Goad is focusing Claire’s on older tweens as part of her strategy to turn a dusty accessories store into a temple of Gen Alpha girldom. on.wsj.com/4wxBGZV
Instagram is relaunching social commerce, now on reels. Honest question: Why did TikTok Shop take off and Instagram’s first at best fall flat?
Seven months. E2E experience transformation. 900 doors. One iconic brand. Rebrand and reboot complete.
Thank you to all the Claire’s girls present, past and future. It was an honor to do this one. 💜
You know it’s good when someone makes fan art of your rebrand work.
Really proud to have lead the redesign of the iconic Claire’s piercing business.
From a 20 year old chair in a corner to Gen Alpha approved studio- this was Transformation, capital T.
I’m using muse daily. What I want is it to use my engagement on IG to recommend vs using superficial Reddit signals. For ex, I asked it to scrape all the family activities people in my network posted about last year in my area so I can plan new experiences- it couldn’t. I want it
But does this make it better? No one is inspired to do something, think differently by Kirkland’s supplements business. It grows as Costco traffic grows.
Be where the consumer is will always produce best outcome AND as a source of inspiration AND profit margin, Nike does it all.
This is the mission.
And when things aren’t heading in that direction- it’s ok to step off the ride and get on another train.
Build a business that'll make your kids proud. Exactly why I started 776 & it's poetic that one of my first seed investments after launching was MrBeast, bc I now get to do my life's work, backing founders building like him, and boy are my kids proud
xitter.cf/JeremiahDJohns/status/…
The cultural conversation turning into a scene from @MitchellsMovie - should we all buy pugs?
This does not track. Nike was at a high in stock price and grew further when this campaign came out.
It was pulling out of wholesale, over reliance on retro’s (vs seeding new innovations), and china decline that caused this which are the priorities of the co to fix.
David Sacks says Nike should fire it’s CEO and anyone else who approved their marketing campaigns
“This is the millionth example of go woke, go broke.”
“You stood for great athletes, for amazing performance, for victory. I mean, isn't Nike the goddess of victory? And they built their brand on GOATs like Michael Jordan and great athletes in many sectors, men and women of all different races.”
“There wasn't a need to do all this woke stuff. It's just like, this person isn't even an athlete. Who is this person? And what is the message? It used to be just do it.”
“And then they got Dylan Mulvaney in an ad, the whole trans thing. This is like the Bud Light case.”
“It is so breathtakingly stupid. I mean, their job was marketing. And they're actually marketing images that are so contrary to what the brand was about. It's so craven.”
“It was so faddish, that I think that every single person who was part of that decision making chain, from the marketing executive all the way up to the CEO, they should be drummed out of corporate America. I mean, how could you ever approve those campaigns?”
Unf / fortunately always #1 ♥️ and it’s a great bonus to make money from it when/if it works out.
This is not AI. Those are real 3D earrings. A little OOH delight for Claires reinvention of girlhood (and piercing of course).
Send me a pic if you see it in BK at Wythe &15th. 😍
Making moves…one digital and physical brick at a time. 💜
Claire's has always been a reinvention machine.
Most people don't know the company behind Claire's started in 1961 selling wigs.
When the trend faded, it bet everything on accessories and turned in-store ear piercing into a rite of passage for an entire generation. I feel like everyone I know got their ears pierced there in the 90’s.
Now it's reinventing again: starting with a store made for Gen Alpha. All on @Shopify.
Welcome, Claire’s.
The dreamiest ambition to define what the future looks like. 👀
A Call for New Aesthetics: newaesthetics.art.
My last corporate party before the recession was Marc renting out the Rainbow Room, dressed as a camel toe. I was in my twenties, it was my second week on the job. The 2000’s in nyc fashion just hit different. 😂
When I first started working corporate it was just before the recession and in addition to a family day at the office (which was AMAZING), they used to do an employee only Christmas party at the Ritz Carlton and it was SPECTACULAR. Each ballroom had a different theme and was decorated accordingly. They served sushi and shrimp cocktail and caviar and champagne. Then 2009 happened and the parties were over.
Excited for this moment. Having built and scaled conversational commerce into a $300M/yr biz-Here’s what I’d love to see next:
- Consumers need to see a feed of other’s shopping requests. It inspires more requests.
- After the request and minimal data is collected 👇
Tested ChatGPT's new Shopping Research feature and I'm pretty impressed.
The UI is adaptive to what you're searching for - it asked me different questions and even organized the results differently when I was looking for "Christmas gift for a 13 year old girl" vs. "best white sneakers for work".
It also asks you to rate products while conducting the search to better refine options (with links and reviews provided) - this makes the wait time more tolerable. And IMO, the results are quite good, with detailed justifications for each product.
This is a big step up from the other products we've seen in this space (ex. Perplexity Shopping) - I'm curious if they double down on building out UI here...
- Chat will need to enable push notifications, text and email triggers. It’s the only way to capture full shopping intent. We submit ask, close out and do life- you have to drive users back in.
-One request can turn into personal, relevant outbound messages with these wired.