A quick context

GRMNTS USA is where I learned the real version of product. Not theory. Not slides. The real version where you make something, put it in front of people, watch what they do, and then you either adapt or you lose.

Fashion is emotional, but ecommerce is math. I had to respect both. The creative makes them care. The system makes it convert.

The situation

Early on, the brand had two core realities.

Reality one
Attention is expensive and temporary.

Reality two
If you earn trust, community becomes your channel.

So I built growth around drops, storytelling, and a content engine that could keep demand warm before the product ever went live.

Constraints were also real. Inventory is finite. Cash is finite. Time is finite. That forced discipline. Every decision had to help conversion, velocity, or retention.

The goal and north star

The north star was revenue with brand integrity. Not sales at any cost. Sales that build the archive, build the community, and make the next release easier.

Primary focus
Sell through on drops while protecting margin

Supporting focus
Email and SMS growth
Conversion rate lift
Repeat purchase and return rate
UGC volume and content output

ICP and segments

DTC is not one audience. It is clusters.

I segmented based on behavior, not demographics.

Core segments

1. The community buyer
   They buy because the brand means something. They respond to story, exclusivity, and belonging.

2. The product buyer
   They buy because the piece is undeniable. They respond to details, quality proof, and styling clarity.

3. The deal sensitive buyer
   They want the piece, but need a push. They respond to urgency, limited stock, and timed benefits like free shipping windows.

Positioning and messaging

Positioning had to feel like culture, not commerce.

The messaging job was to translate the product into meaning fast.
Why this piece exists
What detail makes it different
Why it is worth it
How scarce it is
What happens if you wait

Then I carried that same story through every touchpoint: content, product pages, SMS, email, and post purchase.

Channel strategy

For GRMNTS USA, channels were not just acquisition. They were community infrastructure.

Primary channels
TikTok content engine
SMS as the fastest conversion lever
Email for long form story and retention
UGC outreach to scale proof and volume
Wholesale and bulk orders as an expansion lane

I treated each channel like a specific job, not “more posting.”

TikTok
Attention and demand creation

SMS
Conversion and urgency

Email
Depth, story, and repeat purchase

UGC
Trust at scale

Wholesale
Volume and credibility

Experiment design

I tested the parts of the drop machine that most brands leave to vibes.

What I tested
First frame styles that drive holds and watch time
Hook structures that pull clicks
Offer framing that lifts conversion without discounting the brand
Checkout microcopy and trust cues
Post drop sequences for non buyers
UGC scripts and creator outreach approaches
Product page structure and photo direction

How I defined success
Did it increase clicks
Did it increase add to cart
Did it increase checkout completion
Did it increase revenue per visitor
Did it increase repeat behavior

Funnel and system

The big shift was turning a drop into a repeatable system.

System pieces
Pre drop demand building
Launch day execution and urgency control
Post drop recovery flows for non buyers
Lifecycle messaging that keeps the list warm between drops
Operational clarity so fulfillment does not damage trust

A drop is not just a moment. It is a sequence. When you get the sequence right, you stop guessing.

Outcomes

This is where you should include your real numbers. Your story is already strong, but results make it undeniable.

What changed
More predictable drop performance
Clearer segmentation and messaging per buyer type
Better conversion focus across the site and checkout
Stronger retention loops through SMS and email
More UGC volume and reusable proof assets
A cleaner wholesale motion for bulk orders

What I would do next
Make creative testing more systematic with a repeatable weekly cadence
Build more community loops that reward repeat buyers without discounting
Expand wholesale with a tighter pitch, samples flow, and follow up system

My POV

Most brands try to “market harder.” I tried to build a machine that respects people. Show them something worth caring about, make the buying decision feel easy, and then follow through like a real business. Creative is what earns attention. Systems are what earn trust.