Thoughts & Insights 5

Earlier this summer, I finally did what it seemed like the universe had been trying to convince me to do for weeks; I ordered a Summersalt swimsuit. This summer marks a large shift in consumer behavior and after 18 months of lockdown and uncertainty Swimwear sales are up 19% to pre pandemic levels while sales for women’s dresses were $7 million higher in 2021 than even 2019 according to the NPD Group. Apparel companies are banking on the bounce back in consumer spending and brands like Summersalt are pulling out all the stops to maximize their footprint. Since the start of swimwear season, they have hit consumers with multiple paper mailers of their inclusive “Everybody is a Summersalt body” campaign, google ads and what seems like infinite influencer featured social media ads.

The swimwear wasn’t the right fit for me but after experiencing their seamless exchange program, I ordered a knit rib top which I loved and ordered in an additional color. When I first ordered the swimsuits, I joked with my husband that Summersalt was going to spend more in acquisition costs than they would make on my actual order. It's clear to me now that at this moment, that's not the way they look at their business. Armed with the knowledge that shoppers are ready to spend after a year of wearing sweats they are maximizing their footprint in our consciousness now, hoping to leave a lasting loyalty to the brand imprinted. Personally, after my experience with Summersalt, I’m more likely to buy from them in the future. If brands want to make a lasting impression, now is the time to maximize their marketing spend. 

1. Favorite recent purchase: My new Summersalt soft rib black elbow sleeve tee. I’m always looking for unique black basics and the fabric, texture and fit are unlike anything else I have seen lately.  

2. Most Made Recipe: In an attempt for a less-mess healthy weekday breakfast for my toddler (and myself), I’ve been making us the Ambitious Kitchen Salted Oatmeal Cookie and Pineapple Kale smoothies (seriously professional Smoothie bar flavor and consistency with cauliflower and greens you can’t even taste).

3. New Work Alert: Custom Kids Stationary

4. New Favorite local rec: Other than my very favorite Levain Bakery opening in Bethesda, Philly based L.Priori Jewels is now opened in Georgetown, I absolutely love their selection of approachable, high-quality fine jewelry.  

Thoughts & Insights 4

I often see influencers and retailers using sustainable as a marketing tool. Capitalizing off a collective renewed interest in climate change, they seem to encourage consumers to buy more sustainable apparel as if it will melt into the air once you’re done wearing it. In reality, to tackle sustainability we have to go beyond the marketing ploy and simply buying things with a well-meaning catchphrase attached. 

One of the ways companies can handle this is finally getting in on the resale market. Companies like Mara Hoffman, Nike, and (in a surprise turn of events) Lululemon are betting on the resale market being profitable in a more mainstream way than it has in the past. Historically, resale has been more of a consumer practice, mostly driven by closet cleanouts and it’s been interesting to watch this part of the business switch over to the brand side. The motives for investing in large scale effort may be driven by profit (resale is going to happen and brands might as well make $ on it) but if the outcome is a product having a longer life before it is discarded and an overall drop in consumption, it’s definitely a win for the planet. Not to mention, at a lower price point this practice could act as a gateway to get new customers excited about their brand.

• Big thanks to Christine Jasper for chatting with me about sustainability as inspiration for this letter. We met via the Co-Lab, an awesome networking community for fashion, beauty, wellness, retail, and consumer luxury professionals.

A few fun links:

1.Favorite recent purchase: I finally set a timer and ordered limited-batch Jannuzzi’s cookies this past Sunday. The Marge Cinnamon Swirl cookies were just as good as they looked on instagram.

2.Most Made recipe: In an attempt to work carrots into my toddler’s meal plan: Carrot Cake Pancakes from Ambitious kitchen.

3.New Work Alert: Custom wedding invite for a Philly Equestrian Bride (pictured above).

4.New Favorite local rec: TAIM HAS COME TO DC. Technically my obsession with Taim began in NYC but I was thrilled to hear that they opened up 2 DC locations.

Thoughts & Insights 3

Consumers have spent the last year doing our shopping from a computer. Whereas before we would choose to pick something  based on how close or convenient it was, we now face endless choices online. It is therefore increasingly important that companies make every interaction with the customer a pleasant one.

In my last role, I used to teach a lunch&learn about what I called “Crate&Barrel Customer Service”, stemming from my experience furnishing my apartment. The first piece of furniture I purchased from another retailer, (after a poor in-store shopping experience) arrived damaged. It took multiple calls (each accompanied by a 45min+ time on hold just to speak to a human) and many months to solve the issue. What struck me was each time I called and gave my order number I had to re-explain the situation. There was no record of my actual problem or the steps being taken to solve it. Needless to say for the next piece we bought, we headed elsewhere. Enter Crate&Barrel. From the moment we walked into their Houston Street store, every person we interacted with was helpful and had extensive product knowledge. The sales associate followed up via email from purchase to installation. I’ve since emailed her to make other purchases. This level of service doesn’t just benefit the consumer. Using a backend system like Zendesk to connect with customers via email allows retailers to tag each interaction internally, collecting data on a variety of important issues; spending habits, quality issues, best selling products etc. 

Customer loyalty has never been more important as we can’t wander into storefronts as easily as we once could. As per Zendesk:“Fifty percent of customers surveyed in the Zendesk Customer Experience Trends Report 2021 said customer experience was more important to them now than it was a year ago. Additionally, 75 percent of respondents said they’d spend more money to buy from businesses that offer a good customer experience.” With all the stress of the past year, the easier it is to buy something, the more likely we are to shop that retailer again and again. On top of having a competitive product, retailers face the challenge of also providing a seamless, pleasant, and exciting experiences for their customers. Any time I need something for the house or to buy something off a wedding registry, I look at Crate&Barrel first every time because of their great service.

A few fun links:

1. Superfluous yet necessary: This OXO pastry brush: plastic bristles make it easy to wash/aka throw in the dishwasher. Used for pastry egg wash and brushing oil/marinades on meat and fish. 

2. Most made recipe in my house: NYTCooking feta sheet pan (pictured above). I go light on the cumin as a personal preference and serve over Trader Joes 10 minute farro. 

3. New product alert: Custom birth announcements now available

4. Local rec: As a new baby gift, a friend sent me one of DC-based Sidra Foreman’s care packages with the best fresh flowers, homemade cookies, and local produce. It made our week and I’ve since ordered her new basil peony candles.