Something Navy's Arielle Charnas and Matt Scanlan on the brand's delayed (and massive) launch
The Glossy Podcast · with Arielle Charnas and Matt Scanlan · July 22, 2020 · 49 min
Summary
Something Navy, led by influencer Arielle Charnas, successfully relaunched as a DTC brand despite a pandemic-induced delay, grossing $1 million in 30 minutes with zero traditional marketing spend, exclusively leveraging Charnas's 1.3M Instagram following. This episode dives into the opportunities of influencer-led brands, the operational challenges of rapid growth, and the navigation of public scrutiny. It offers critical insights for DTC brands leveraging influencer marketing and preparing for hyper-growth.
Key takeaways
Leverage a strong influencer following as your primary marketing channel; Something Navy achieved $1M in 30 minutes with no traditional ad spend, relying solely on Arielle Charnas's 1.3M Instagram followers.
Prepare your e-commerce backend for extreme velocity; Something Navy's initial sales volume "broke" their system, highlighting the need for scalable infrastructure when anticipating hype.
Understand that influencer-led brands are subject to intense public scrutiny; be prepared for crisis management and public relations challenges, as seen with Arielle Charnas's COVID-19 controversy.
Define new KPIs for modern DTC clothing companies that go beyond traditional retail metrics, focusing on aspects relevant to online sales and community engagement.
Consider transitioning from wholesale to DTC for greater control and higher margins, but be prepared for the operational shifts required to manage direct customer relationships and fulfillment.
Authenticity is crucial but maintainable; despite public challenges, continuing to engage genuinely with the audience helps rebuild trust and reinforces brand loyalty.
After a pandemic-caused delay, influencer Arielle Charnas' clothing company Something Navy finally relaunched last week as a direct-to-consumer brand, after selling exclusively as a Nordstrom collaboration.
For her and interim CEO Matt Scanlan, it was worth the wait: Online, Something Navy grossed $1 million in just 30 minutes, according to Charnas and Scanlan.
"The velocity and speed of sales totally broke our back end," Scanlan said on the Glossy Podcast.
Charnas has a considerable Instagram following of 1.3 million to thank for the marketing push. In fact, Something Navy didn't spend a dollar on traditional marketing, Scanlan said.
But a massive following can also come with scrutiny. Back in March, Charnas drew criticism for the way she handled a Covid-19 diagnosis -- withdrawing to a house outside of NYC, rather than staying home.
"People wanted me to be more sensitive about what was going on in the world, and I should have been," Charnas said.
Scanlan and Charnas talked about the lessons learned, the future of influencer culture and the new KPIs for a clothing company.
Leverage a strong influencer following as your primary marketing channel; Something Navy achieved $1M in 30 minutes with no traditional ad spend, relying solely on Arielle Charnas's 1.3M Instagram followers.
What does this episode say about influencer & creator?
Prepare your e-commerce backend for extreme velocity; Something Navy's initial sales volume "broke" their system, highlighting the need for scalable infrastructure when anticipating hype.
What does this episode say about brand & content?
Understand that influencer-led brands are subject to intense public scrutiny; be prepared for crisis management and public relations challenges, as seen with Arielle Charnas's COVID-19 controversy.
What does this episode say about supply chain & operations?
Define new KPIs for modern DTC clothing companies that go beyond traditional retail metrics, focusing on aspects relevant to online sales and community engagement.
What does this episode say about dtc strategy?
Consider transitioning from wholesale to DTC for greater control and higher margins, but be prepared for the operational shifts required to manage direct customer relationships and fulfillment.
