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In this episode of the DTC Podcast, we sit down with Peter Pernot-Day, Global Head of Strategy and Corporate Affairs at Shein, to explore the innovative strategies propelling Shein's global dominance in the fast fashion industry.

Key Discussion Points:

AI-Driven Supply Chain: How Shein utilizes artificial intelligence to optimize inventory management and forecast fashion trends, ensuring rapid response to market demands.

Micro-Influencer Collaborations: The role of micro-influencers in Shein's marketing strategy and how these partnerships enhance brand reach and consumer engagement.

Sustainability Initiatives: An examination of Shein's efforts to address environmental concerns and implement fair labor practices within its expansive supply chain.

On-Demand Manufacturing: Insights into Shein's production model that starts with limited quantities to test consumer interest before scaling up, reducing waste and aligning with current fashion trends.

Navigating Global Challenges: Strategies Shein employs to adapt to international trade policies and maintain its competitive edge in diverse markets.

Join us for an in-depth conversation that reveals the intersection of technology, marketing innovation, and sustainability in Shein's approach to revolutionizing the fast fashion landscape.

Timestamps:

00:00 - How Shein Gamifies the App Experience

02:15 - Shein's Approach to AI in E-Commerce

04:45 - How Shein Uses Photo Search and Personalization

07:00 - Shein’s Circularity and Sustainability Initiatives

09:15 - How Shein Prepares for Global Economic Challenges

11:40 - Leadership Lessons from Shein’s Corporate Affairs Leader

14:00 - How Shein Encourages Serendipity at ShopTalk

Hashtags:

#Shein #Ecommerce #AIEcommerce #Sustainability #CircularFashion #ShopTalk2025 #CustomerExperience #FashionInnovation #Leadership #DTCpodcast

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Join us for a dynamic fireside chat with Pilothouse CEO and Co-Founder Dave Steele about the inflection point that DTC brands find themselves facing with the global economy and Trump's tariffs. This session delves into on key areas such as consumer behavior, big-picture strategies, offline/online integration, product development, and crafting a powerful brand promise. We also discuss navigating challenges like gaining traction and building a successful aperitif category. This talk offers insights and strategies for anyone looking to thrive in the DTC space.

Timestamps:

00:00 - Introduction to Dave Steele

02:00 - The Impact of Tariffs on Brands

05:00 - Building Scalable Marketing Systems

08:00 - Navigating Consumer Behavior Waves

12:00 - Creative Concepts and Strategic Positioning

Hashtags:

#DTC #MarketingEfficiency #TariffImpact #PerformanceMarketing #CreativeStrategy #AIinMarketing #ConsumerBehavior #BrandGrowth #DTCCommunity #EcommerceMarketing

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In this episode of the DTC Podcast, we sit down with Adil Wali, CPO at Klaviyo, to break down the future of consumer marketing and why Klaviyo is launching a new category: B2C CRM. Adil, a former ecommerce entrepreneur, shares his unique perspective on how brands can shift from chasing transactions to nurturing high-LTV customer relationships using first-party data, smarter segmentation, and product-led retention tools.

We cover the key insights from Klaviyo’s new “Future of Consumer Marketing” report, talk about why repeat customers are more important than ever, and dive deep into how marketers can drive loyalty without relying on constant discounting.

Key Takeaways:

Why B2C CRM is the missing layer in modern DTC marketing

How brands can use first-party data to fuel loyalty loops

The strategic pivot from acquisition-heavy tactics to retention-first thinking

Tactics for building long-term customer value without eroding margins

How Klaviyo’s roadmap is evolving to meet the biggest challenges DTC brands face

Topics Covered:

Adil’s journey from ecommerce founder to CPO at Klaviyo

The core idea behind B2C CRM and why it’s built for DTC brands

The shift in consumer behavior from transactional to relationship-driven

Actionable ways to drive retention and build repeat customers

What Klaviyo is building next to support this new marketing reality

Whether you're a growth marketer, brand operator, or founder, this episode gives you a playbook for building stronger, longer-lasting customer relationships in a world where CAC is rising and loyalty is everything.

Timestamps:

00:00 - Why Klaviyo is a data company at its core

02:05 - Adil Wali’s journey from ModCloth to Meta to Klaviyo

06:10 - What B2C CRM really means and why it matters now

09:15 - The convergence of marketing, service, and analytics

13:00 - Building long-term customer relationships with data

16:30 - Loyalty beyond discounts: What brands are missing

19:20 - How Klaviyo helps brands tackle rising CAC

22:30 - Real-world wins: Klaviyo success stories from top brands

Hashtags:

#DTCMarketing #KlaviyoCRM #EcommerceStrategy #CustomerLoyalty #B2CMarketing #ShopTalk2025 #MarketingPodcast #RetentionMarketing #EmailMarketing #AdilWali #DirectToConsumer

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