This episode dives deep into Cuts Clothing's influencer marketing strategy, from their early days of product seeding to scaling paid collaborations. Learn how they built genuine relationships with athletes and leveraged female influencers to drive significant growth, even shifting away from discount codes to protect brand perception.
Key takeaways
Start influencer relationships by seeding product to individuals you admire, even minor-leaguers, and let organic enthusiasm build. As the product gains traction within a community, it can create a snowball effect of exposure.
Consider a full-funnel approach to influencer marketing, balancing unpaid brand-building activities (like lifestyle content and interviews with influential figures) with paid performance-driven campaigns.
For male-focused fashion brands, gifting product to professional athletes and cultivating genuine relationships often yields better long-term results than costly contractual agreements, due to the high cost and limited pool of effective male influencers.
When expanding into new demographics like women, leverage influencers who align with aspirational values within that demographic. Cuts Clothing found success with female fashion influencers who could authentically showcase their product.
Carefully evaluate the impact of discount codes in influencer campaigns; if they primarily cannibalize existing sales or devalue the brand without driving incremental revenue, consider shifting to strategies that focus on ongoing buzz and brand association without promotional offers.
In today's episode, we are joined by a very special guest, Steven Borelli, the CEO and founder of Cuts Clothing. Cuts Clothing, an e-commerce fashion brand focused on work leisure, has made waves in the industry with their unique approach to influencer marketing. Steven shares insights into how they started by targeting anyone who followed the Cuts account on Kickstarter, eventually collaborating with minor league athletes like Tyler Wade and Walker Bueller, who went on to become professionals and proudly sported Cuts Clothing. Having established a solid foundation, Cuts Clothing has now been worn by top-tier athletes, including the likes of Patrick Mahomes, Steph Curry, Gronk, and Mariano Rivera. Steven opens up about the exciting growth they have seen in the women's wear sector, which has become their biggest area of expansion in recent times. Throughout the episode, we uncover the strategies and tactics employed by Cuts Clothing to build genuine relationships with influencers, including renowned athletes. From dinner outings to interview series, Steven emphasizes the importance of nurturing these connections and how they harnessed the unique circumstances of the COVID-19 pandemic to collaborate with celebrities on exciting brand projects. We also delve into the budgeting aspect of influencer marketing, and Steven reveals that Cuts Clothing has previously spent up to a staggering $7 million on commission deals with influencers. However, he explains how their approach has evolved to focus mainly on women influencers while spending considerably less on men. Join us as we uncover the secrets and strategies behind Cuts Clothing's influencer marketing success, and gain valuable insights into the ever-evolving world of influence marketing. [00:03:02] Early influencer marketing: hunting for sales.
[00:03:46] Influencer marketing relies on good product fit.
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What does this episode say about influencer & creator?
Start influencer relationships by seeding product to individuals you admire, even minor-leaguers, and let organic enthusiasm build. As the product gains traction within a community, it can create a snowball effect of exposure.
What does this episode say about paid acquisition?
Consider a full-funnel approach to influencer marketing, balancing unpaid brand-building activities (like lifestyle content and interviews with influential figures) with paid performance-driven campaigns.
What does this episode say about brand & content?
For male-focused fashion brands, gifting product to professional athletes and cultivating genuine relationships often yields better long-term results than costly contractual agreements, due to the high cost and limited pool of effective male influencers.
What does this episode say about dtc strategy?
When expanding into new demographics like women, leverage influencers who align with aspirational values within that demographic. Cuts Clothing found success with female fashion influencers who could authentically showcase their product.
What does this episode say about influencer & creator?
Carefully evaluate the impact of discount codes in influencer campaigns; if they primarily cannibalize existing sales or devalue the brand without driving incremental revenue, consider shifting to strategies that focus on ongoing buzz and brand association without promotional offers.
