REVENUE MARKETING

Fashionphile

For luxury fashion resale company Fashionphile, the key to success is a strong omnichannel strategy that connects IRL retail, e-commerce, and social commerce in a way that attempts to meet customers where they are.

Fashionphile’s latest effort in this strategy was its New York City three-day pop-up, which took place in August and offered a curated assortment of handbags under $2,500, social media integrations, and a TikTok Shop livestream.

“We found that you’re not going to break through the competition by just out-advertising people with ads. So, what do you do?” said Fashionphile president and founder Sarah Davis. “People love an experience today. Ever since Covid, so much moved online and once people came out, that hasn’t ended. People love the in-store experience. We found that our fastest-growing segment of Fashionphile is our retail business.”

Pop-up success

Fashionphile saw immediate results from the pop-up. According to the company, nearly six figures worth of luxury inventory was moved during the TikTok Shop livestream. The activation generated 2 million social media impressions and 60,000 live viewings over 3 days. Daily livestream selling revenue jumped to over 54% from Friday to Saturday, with over 64% of livestream inventory sold through at an average item price of $1,000.

Fashionphile has increased its number of pop-ups and permanent locations over the years as the company has seen a growing appetite for IRL experiences and the convenience of buying and selling secondhand goods in person. Davis stated that many of Fashionphile’s customers prefer buying and selling in person, and working directly with a sales associate to get their feedback.

Read about Fashionphile’s larger growth strategy.—LI

      

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BRAND STRATEGY

Morning Brew Inc, Photos: @underarmour/YouTube

Earlier in his career, Eric Ogbogu, a former NFL defensive end, was the face of Under Armour, fronting the brand’s iconic “Protect This House” campaign from the early aughts.

Today, he’s worked there for almost two decades, now serving as a director at the company.

In a sense, Ogbogu personifies Under Armour’s marketing strategy. The brand has roots on the football field; founder and now-CEO Kevin Plank has said he came up with the idea for the brand when he played at the University of Maryland (where Ogbogu also played college ball). While football has always been a part of Under Armour’s DNA, Ryan Collins, senior director of global sports marketing, told us, there have been recent years when the sport wasn’t necessarily front and center in the company’s messaging.

“We never got away from it,” Collins told Marketing Brew, but “we maybe weren’t as intentional all the time about speaking to football and telling that story.”

Now, Under Armour is redoubling down on the sport—this time with a more modern marketing spin that extends from traditional moves like an NFL sponsorship to forward-looking bets like flag-football partnerships. The push comes on the heels of basketball star Steph Curry parting ways with the brand after more than a decade.

As an international, endemic sports brand, Under Armour’s marketing teams around the world are focused on a variety of team sports, Collins said, but in the US, football reigns supreme: nearly a third of Americans named the sport as their favorite this year, according to Gallup, even though that percentage has declined in recent years. With Under Armour’s North American revenue down 9% YoY in its most recent quarter, the company’s marketers stateside are betting that football can help them tell the brand’s story while also driving business growth, he said.

Read about Under Armour’s reemphasis on football storytelling.—AM

      

REVENUE STRATEGY & LEADERSHIP

Matt Comite

Every month, we feature you, our talented and insightful Revenue Brew readers! Want to be featured in an upcoming edition? Introduce yourself here.

Matt Comite is director of SaaS sales for North America at Commvault.

What’s the most ridiculous expense you’ve filed? Week long supply of donuts, cupcakes, and cookies for a top performing AE.

What’s the hardest deal you’ve closed/worked on? Hardest yet most rewarding. A global RFP, requiring buy-in from stakeholders across four time zones. We doubled its size and scope, helping the AE exceed her annual target and buy her dream home.

What’s your favorite deal you’ve closed/worked on? Getting paid $28k in cash, in person, while selling New York Yankees season tickets (first job out of college).

What’s one thing we can’t guess about your job from your LinkedIn profile? The number of motivational Michael Scott quotes I deploy daily.

What’s the best piece of work-related advice you’ve gotten? Pressure is a privilege.—AF

      

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active pipeline

Stat: $5,000. That’s how much President Trump has pledged to give every US adult if the GOP wins the midterms. (the Associated Press)

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Read: The sneaker taking over America was inspired by iPhones and a vacuum cleaner. (the Wall Street Journal)

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