This episode features Cally Russell, founder of Unfolded, a fashion brand revolutionizing the industry by eliminating waste through a unique, data-driven, community-focused model. Unfolded involves customers in the design process, produces garments only after purchase, and uses freed-up margins to fund children's education in manufacturing regions. This approach not only slashes textile waste but also cultivates a deeply loyal customer base and reshapes consumer buying habits towards more sustainable practices, demonstrating a profitable path for purpose-driven ecommerce.
Key takeaways
Implement a pre-order or on-demand production model to significantly reduce unsold inventory and waste, as Unfolded does by producing only after customer orders are placed.
Engage customers directly in the product development process (e.g., co-designing collections) to increase product-market fit and foster a strong sense of community and loyalty.
Shift marketing focus from speed of delivery to the unique value proposition of your brand, such as sustainability, social impact, or exclusive community involvement, to justify longer lead times.
Leverage operational efficiencies gained from waste reduction to fund social initiatives, enhancing brand purpose and customer perception without increasing prices.
Develop a robust communication strategy to keep customers informed and engaged throughout extended delivery periods, turning the wait into part of the brand experience and educating them on the benefits of your model.
Cally Russell is a Forbes 30 under 30, a Drapers 30 under 30, has been on Dragons Den (that’s the UK’s shark tank). Since 2013 Cally has been changing the fashion industry, and since 2020 that change has been highly focused on using data to remove waste and change lives. His current project is This is Unfolded, a fashion brand doing amazing things on many fronts! Get all the links and resources we mention at eCommerceMasterPlan.comThis podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/ ---
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Implement a pre-order or on-demand production model to significantly reduce unsold inventory and waste, as Unfolded does by producing only after customer orders are placed.
What does this episode say about brand & content?
Engage customers directly in the product development process (e.g., co-designing collections) to increase product-market fit and foster a strong sense of community and loyalty.
What does this episode say about supply chain & operations?
Shift marketing focus from speed of delivery to the unique value proposition of your brand, such as sustainability, social impact, or exclusive community involvement, to justify longer lead times.
What does this episode say about customer retention?
Leverage operational efficiencies gained from waste reduction to fund social initiatives, enhancing brand purpose and customer perception without increasing prices.
What does this episode say about dtc strategy?
Develop a robust communication strategy to keep customers informed and engaged throughout extended delivery periods, turning the wait into part of the brand experience and educating them on the benefits of your model.
