MeUndies CRO Ariel Stoddard reveals how the 13-year-old brand maintains double-digit growth and profitability by prioritizing its "extremely high LTV" customer base. She details the "Welcome to the Underworld" rebrand, emphasizing how to evolve a brand and launch new campaigns while deeply engaging loyal customers and preparing for seasonal peaks.
Key takeaways
Focus rebrands on retaining high LTV customers by involving them in the evolution, rather than alienating them.
Develop a 'community-focused' strategy that keeps loyal, long-term customers at the forefront of all brand decisions.
Plan for holiday seasonality with flexible strategies to capitalize on demand while maintaining brand agility.
Deeply understand and leverage your existing customer base's LTV as a core 'secret sauce' for sustained growth and profitability.
In February, Ariel Stoddard joined 13-year-old MeUndies as its chief revenue officer, transitioning from Fabletics where she spearheaded the launch of its menswear and scrubs categories. Now, she has grand growth plans for MeUndies, which has for years experienced double-digit growth and profitability. Earlier this month, Stoddard drove the launch of a new brand direction with a campaign dubbed “Welcome to the Underworld.” But, in evolving MeUndies, she and her team are ensuring its valuable existing customers are along for the ride.
“They have extremely high LTVs, and they are very loyal. Many of them have been with the brand for many, many years and counting,” Stoddard said on the latest episode of the Glossy Podcast. “That's part of our secret sauce: We have always been community-focused on the people who have been with us and given us that loyalty; we always keep them in mind.”
Also on the podcast, Stoddard discussed MeUndies’ latest campaign strategy and its plan to remain “flexible” this holiday shopping season.
