DTC Dispatch #052

LATEST NEWS

True Religion enlists Megan Thee Stallion to tap into hip-hop culture

True Religion has revealed that Grammy-winning artist Megan Thee Stallion will star in its holiday campaign, "Where Holiday Wishes Come True," according to a press release. The campaign also features rapper Hunxho.

Launched on Tuesday, the multi-channel campaign spans in-store and online promotions, along with out-of-home ads and content across editorial, influencer, and paid channels. It includes platforms like connected TV, YouTube, Reddit, TikTok, Instagram, Pinterest, Facebook, and audio.

By collaborating with Megan Thee Stallion and Hunxho, True Religion is tapping into its strong connection with hip-hop culture, which has played a key role in the brand’s ability to navigate challenges, including its 2020 bankruptcy.

Our take: True Religion’s decision to feature Megan Thee Stallion in its holiday campaign highlights the brand's strong connection to hip-hop culture. Megan’s influence as a cultural icon will appeal to both longtime fans and younger consumers. Alongside rapper Hunxho, this collaboration reinforces True Religion’s ties to street style and urban culture, which have helped it navigate past challenges like its 2020 bankruptcy.

With a multi-channel approach across platforms like TikTok and connected TV, True Religion is effectively reaching today’s digital-savvy audience. This partnership with Megan Thee Stallion could be key in keeping the brand relevant and further solidifying its place in modern fashion.

Poshmark is reverting to its original fee structure after drop in sales

Poshmark is making significant changes to its fee structure.

After announcing fee adjustments on Oct. 2, the online resale platform is reversing course, likely in response to backlash from sellers. The now-abandoned fee model required sellers to pay an extra $1, $2, or $3 depending on the total order amount, which led to a noticeable drop in sales.

CEO and Founder Manish Chandra acknowledged the impact in an email to sellers, stating, "Shoppers shifted their spending from purchases to fees, leaving sellers with less cash, despite the fee reduction."

In addition, Poshmark is also eliminating its buyer protection fee, which charged shoppers an extra $1, $2, or $3 based on their order total.

Our take: Poshmark’s decision to reverse its recent fee changes is a clear reflection of the delicate balance online platforms must strike between profitability and keeping sellers satisfied. The backlash from merchants was predictable—adding fees, even if they seem small, can disrupt the buying experience and impact sales. Poshmark’s experiment with a tiered fee structure ended up reducing the amount sellers earned, which ultimately hurt the platform’s overall ecosystem. When sellers feel squeezed, they may look elsewhere, weakening the community that powers resale platforms like Poshmark.

By quickly walking back the changes, CEO Manish Chandra showed responsiveness to seller concerns, which is crucial for retaining trust. The removal of the buyer protection fee also demonstrates that Poshmark is willing to make adjustments to keep transactions seamless for both buyers and sellers. In an increasingly competitive resale market, keeping the user experience smooth is essential for long-term growth.

Overall, while the fee changes may have been a misstep, Poshmark’s quick response to feedback reflects a company that understands the importance of listening to its community. The challenge now will be finding a fee structure that supports the platform’s business model without alienating the very sellers that drive its success.

Christopher John Rogers X J.Crew Brings the Designer's Bold Aesthetic to the Masses

J. Crew has launched a new collaboration with Christopher John Rogers, offering a 40-piece collection priced from $50 to $550, just in time for the holiday season. The collection combines J. Crew’s classic styles with Rogers' bold, colorful designs, featuring standout pieces like barn jackets, cashmere sweaters, maxi dresses, and fitted skirts, along with childrenswear options.

Rogers, known for his successful past collaborations with Target and Farrow & Ball, brings his signature flair to this must-shop collection. The J. Crew x Christopher John Rogers line is now available online and in select stores.

Our take: J. Crew’s collaboration with Christopher John Rogers is a brilliant blend of classic American style and bold, modern design, perfectly timed for the holiday season. Known for his vibrant color palette and playful patterns, Rogers adds a fresh, fashion-forward twist to J. Crew’s traditionally preppy aesthetic. Pieces like the sculpted maxi dresses and vinyl topcoats stand out as both stylish and versatile, giving shoppers the opportunity to mix statement items with wardrobe staples.

What’s particularly exciting about this collection is its accessibility, with prices starting at $50 and inclusive options like childrenswear. Rogers’ past collaborations, such as his sold-out Target line, have shown his ability to resonate with a wide audience, and this partnership is no different. It’s a smart move for J. Crew, appealing to both loyal customers and a new generation of fashion enthusiasts who admire Rogers’ bold creativity.

Overall, this collection offers something for everyone, making it a must-shop this season. It’s not just about the clothes—it’s about capturing the joy and creativity of fashion, and this collaboration delivers that in spades.

H&M is re-releasing some of its best designer collaborations

When H&M teamed up with Karl Lagerfeld in 2004, the retailer likely didn’t anticipate the impact it would have—20 years of iconic designer collaborations and the democratization of fashion for shoppers who could finally access high-end clothing at affordable prices. To mark this milestone, H&M is reissuing some of its most popular collections, featuring designers like Stella McCartney, Marni, Simone Rocha, and Versace.

Many of the pieces have been sourced through H&M's Pre-Loved program, in partnership with Sellpy and other global vintage retailers. The relaunch will roll out in seven drops, starting in Paris on Thursday, October 24, and concluding in Berlin on Wednesday, October 30. The collections will be available online worldwide the following day.

Our take: H&M’s choice to celebrate 20 years of designer collaborations by reissuing popular collections is a great way to honor fashion history and the brand's impact on making luxury more accessible. Since its first collaboration with Karl Lagerfeld in 2004, H&M has allowed everyday shoppers to buy pieces from high-end brands like Stella McCartney and Versace at affordable prices.

This relaunch is exciting because it combines nostalgia with sustainability. By working with Sellpy and other vintage retailers through its Pre-Loved program, H&M meets the rising demand for second-hand fashion while reintroducing iconic designs. The global release, starting in Paris and ending in Berlin, creates anticipation and exclusivity for fashion lovers everywhere.

Overall, this celebration highlights H&M’s significant role in changing the fashion landscape over the past two decades. By connecting high fashion with the mass market, the brand remains relevant and continues to evolve, making this relaunch a fitting tribute to its legacy.

Estée Lauder Debuts in Amazon Premium Beauty Store, Launches Virtual Foundation Tool

Estée Lauder, the renowned brand under The Estée Lauder Companies Inc., has officially launched its complete lineup of high-performance skincare, makeup, and fragrances in the U.S. Amazon Premium Beauty store.

This launch features the exclusive Virtual Foundation Tool, designed specifically for Amazon. This tool assists customers in identifying their perfect foundation shade from the popular Double Wear collection.

The collaboration between Estée Lauder and Amazon Premium Beauty takes advantage of the rapidly expanding online beauty market, providing convenience and accessibility to millions of Amazon shoppers.

Our take: Estée Lauder’s launch of its full range of skincare, makeup, and fragrances in the U.S. Amazon Premium Beauty store is a major step in expanding its digital reach. This partnership comes at a perfect time, given the growing online beauty market and consumers' desire for convenient shopping.

The introduction of the exclusive Virtual Foundation Tool is an innovative move that caters to today’s preference for personalized experiences. This tool helps customers find their perfect shade from the Double Wear collection, simplifying the often overwhelming task of choosing foundation.

By partnering with Amazon, Estée Lauder demonstrates its commitment to modern shopping habits, making high-quality products more accessible to a wider audience. This initiative could attract new consumers who value both luxury and convenience.

Overall, Estée Lauder’s entry into the Amazon Premium Beauty store is a smart strategy that enhances its position in the beauty industry and adapts to the changing retail landscape, setting a precedent for how luxury brands can succeed online.