more articles by

Anna Hensel

  • SEP 16, 2019

    To fuel Athleta’s growth, Gap looks abroad

    As Gap, Inc. prepares for a future without Old Navy, one of the ways it's looking to fuel growth is by taking Athleta, which has been one of the few bright spots in its portfolio, overseas.

  • SEP 12, 2019

    How Steve Madden built up its e-commerce business

    More than 80% of Steve Madden's revenue still comes from wholesale. But that doesn't mean that the footwear retailer can totally ignore its e-commerce business. "If someone discovers your brand at Nordstrom, the odds are very good that they will [eventually] come to your site," said. Jeff Silverman, president of global e-commerce for Steve Madden.

  • SEP 12, 2019

    Explainer: How California’s Consumer Privacy Act will affect retailers

  • SEP 11, 2019

    The most important new role at DTCs: Retention specialists

    As direct-to-consumer brands expand into new categories, they're starting to hire more marketers with a special focus on retention, whose goal is to win over more business from repeat customers. Brands that currently have openings for retention marketers at various levels include Brooklinen, Care/Of, Peloton and Prose.

  • SEP 10, 2019

    With its new loyalty program, Target tries to attract infrequent shoppers

    Target's Cartwheel rewards program has for the past several years been pointed to as one of the most successful loyalty programs from a big-box retailer. Yet, late last year, Target announced that it was testing a new loyalty program called Target Circle, that would replace Cartwheel. The new loyalty program is meant to bridge the gap between Cartwheel, a digital couponing app that was free, but still geared towards diehard Target shoppers, and Red Card, Target's private label credit card.

  • SEP 09, 2019

    To quadruple its international business by 2023, Lululemon takes a local approach

    In April, Lululemon set a five-year-strategic plan with an aggressive goal for its international business: to quadruple sales generated outside of North America by 2023. In order to do so, Lululemon is opening stores in Europe and Asia at an aggressive pace --  of the 45 to 50 stores Lululemon is projecting it will open this year, about 30 of those will be outside of North America. But it also sees hosting localized events and developing customized e-commerce sites for each country it wants to gain market share as critical to its goals.

  • SEP 06, 2019

    Explainer: How retail brands are building fractional attribution models

    Attribution has been a sore spot for brands, especially those that are diversifying their marketing mixes, for years. There are many different methods to figuring out attribution. One that's increasingly popular is "fractional attribution." And for so-called DTC brands, who are now diversifying their ad spend beyond Facebook and Google, they're more likely to allocate their marketing dollars based on a fractional attribution model instead of last-click or click-based attribution model.

  • SEP 05, 2019

    To acquire customers more cheaply, DTC brands are partnering up

    As they grow up, direct-to-consumer startups are starting to partner more exclusive product drops, giveaways and events, all in the name of cheaper customer acquisition. While many of these partnerships are only responsible for incremental revenue, they are one of a number of ways that today's DTC brands are trying to find cheaper and more organic ways to get more people to hear about their brands.

  • SEP 04, 2019

    How teen apparel retailers are revamping their store fleets

    Brick-and-mortar remains an important sales channel for any mall-based retailer, but especially those whose most frequent customers are teenagers. According to a study last year from the International Council of Shopping Centers, 95% of Gen Z shoppers visited a mall between February and April 2018, compared to 75% of millennial and 58% of Gen X shoppers.

  • SEP 03, 2019

    Maveron co-founder Dan Levitan’s VC playbook for identifying brands that can scale

    When Dan Levitan, along with former Starbucks CEO Howard Schultz, launched consumer-focused venture capital fund Maveron in 1998, the pair decided on eBay as their first investment. Maveron's thesis was that technology was going to play a bigger role consumers' lives and how they buy products. At the time, that meant getting in early on marketplace startups, where customers could for the first time buy from a wide selection of products online. Today, it means that brands are able to go from "obscurity to ubiquity" in an unprecedented amount of time, thanks in large parts to investments in digital media like Facebook and Google. 

  • AUG 30, 2019

    Six months in, Target’s third-party marketplace has added few new sellers

    In February, Target announced that it was launching a third-party marketplace called Target+ to grow its online assortment in areas like home, toys, electronics and sporting goods. At the time, Target's chief marketing and digital officer Rick Gomez said in a blog post that the marketplace was "in its earliest stages," and that Target would keep the program invite-only to focus on building curated assortment. Still, six months later, the amount of products available through Target+ remains limited.

  • AUG 29, 2019

    Explainer: From CAC to AOV, what DTC’s hottest buzzwords really mean

    As direct-to-consumer brands have come to dominate the new retail landscape, they've also brought with them a new set of vocabulary. Many of these terms -- CAC, LTV, AOV -- are important for any retail company, regardless of whether or not they sell directly through their website or not. But they've become increasingly important to DTC companies, particularly the ones who have taken on venture capital funding.

  • AUG 28, 2019

    As DTC brands mature, private equity takes on an increasingly important role

    As the direct-to-consumer space matures, private equity brands are starting to play an increasingly heavy hand in picking category winners and losers. One of the most active private equity investors in the DTC space is L Catterton, which has taken stakes in Mizzen + Main, Peloton and Third Love. Most recently, it announced on Monday that it had invested $100 million in bedding brand Boll & Branch. Some of these DTC brands are taking on private equity because they believe it allows them to grow at a more manageable pace than if they were to take on venture capital money.

  • AUG 26, 2019

    ‘It’s a different economic model’: Traditional retailers face hurdles in push into resale

    Over the past several weeks, a steady drip of traditional brick-and-mortar retailers have announced plans to launch their own rental and resale service. They see these services as a way to reach a younger, more socially-conscious consumer, and they're inspired by the success of fast-growing startups like Rent the Runway and the RealReal. But many of the startups these traditional retailers are seeking to emulate remain unprofitable, and are struggling to maintain high levels of customer service as they continue to scale.

  • AUG 23, 2019

    ‘Systemic issue’: The customer acquisition challenges DTC brands face go beyond cost

    It's become one of the most talked-about subjects in the DTC world: one of the biggest challenges brands face today is the rising cost of customer acquisition, particularly on digital channels like Facebook and Google. But, the customer acquisition challenges DTC brands face goes beyond cost, and as such, it will take more than just an advertising channel offering low CPMs to win them over.

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