Matt Scanlan, co-founder of Naadam, reveals his strategy for leading three fashion brands simultaneously while leveraging diverse sales channels like QVC, online, and brick-and-mortar. He emphasizes the marketing power of sustainability and the appeal of instant gratification in his entrepreneurial approach, detailing Naadam's ambitious retail expansion plans. This episode offers key insights into multi-brand management, omnichannel retail, and creative marketing for ecommerce operators.
Key takeaways
Diversify sales channels: Utilize QVC, online platforms, multi-brand retailers, and proprietary brick-and-mortar stores to maximize reach and cater to varied customer preferences.
Leverage sustainability as a core marketing pillar: Highlight ethical and environmental consciousness to differentiate your brand and attract conscious consumers.
Embrace "instant gratification" channels like live selling (e.g., QVC) to drive immediate sales and gain rapid feedback, especially if aligned with your entrepreneurial style.
Plan for strategic retail expansion: Aim for a balanced approach between online presence and physical storefronts, with clear growth targets for brick-and-mortar locations.
Employ unconventional marketing tactics: Consider guerrilla marketing to generate buzz and brand awareness, understanding the calculated risks involved.
Lately, Naadam co-founder Matt Scanlan has been juggling leading three fashion brands -- on top of being CEO of his 6-year-old cashmere brand, he's the CEO of Thakoon and the interim CEO of Something Navy -- and making regular appearances on QVC.
For someone who's easily distracted unless he has a lot of work in front of him, selling stuff on TV is a good outlet. "If you're an instant gratification person like I am, I don't think there's anything better than this," Scanlan said on the Glossy Podcast.
It also plays into his strategy of selling Naadam's sustainable cashmere products across as many channels as possible. Beyond TV, "that means online, working with multi-brand retailers and having your own storefront or collaborating with others," Scanlan said. He plans to have eight brick-and-mortar Naadam stores by the end of 2020.
Scanlan talked about the marketing value of sustainability, the draw to work with recent Glossy Podcast guest Thakoon Panichgul and the guerrilla marketing campaign that got attention from the police.
Diversify sales channels: Utilize QVC, online platforms, multi-brand retailers, and proprietary brick-and-mortar stores to maximize reach and cater to varied customer preferences.
What does this episode say about retail & omnichannel?
Leverage sustainability as a core marketing pillar: Highlight ethical and environmental consciousness to differentiate your brand and attract conscious consumers.
What does this episode say about brand & content?
Embrace "instant gratification" channels like live selling (e.g., QVC) to drive immediate sales and gain rapid feedback, especially if aligned with your entrepreneurial style.
What does this episode say about founder & leadership?
Plan for strategic retail expansion: Aim for a balanced approach between online presence and physical storefronts, with clear growth targets for brick-and-mortar locations.
What does this episode say about dtc strategy?
Employ unconventional marketing tactics: Consider guerrilla marketing to generate buzz and brand awareness, understanding the calculated risks involved.
