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How Brooklinen’s growth marketing strategy evolved during a global crisis

Brooklinen's marketing team explains why customer feedback is valuable during a crisis. Checking with the audience helped them modifying tone and content, target offline customers and make them comfortable with e-commerce, and leverage existing social media resources to further build customer loyalty.

Latest Stories

  • MAY 15, 2020

    How Iris Nova is managing reopening brick and mortar

    Over the last three month, consumer behaviors have shifted -- and the strategies behind retail expansion have changed dramatically. At this week’s Modern Retail +Talk, Iris Nova’s founder and CEO Zak Normandin explained why the pandemic is a test for DTC brands that are hoping to maintain a brick and mortar presence.

  • MAY 11, 2020

    How ceramics brand East Fork transitioned to a pre-sale only model

    2020 was the year East Fork ceramics planned to become profitable. Now, that's likely no longer on the table, but the company is using a new model to better handle its balance sheet: pre-sales. Now, new product lines will all be for sale before they're manufactured, as a way to get capital in as early as possible.

  • MAY 08, 2020

    ‘Spend on marketing if you’re getting a discount’: Mike Duda on how to navigate the new CAC landscape

    Just because CAC is down, it doesn't mean aggressive marketing is right for everyone, said Mike Duda at this week's Modern Retail+ Talks. He explained what the new landscape means for DTC brands' future and how to think about longterm growth.

  • MAY 08, 2020

    DTC brands are sitting out the first wave of store re-openings in Texas

    Direct-to-consumer startups have been thinking for weeks about how and when they want to re-open their stores. But as the time has come to re-open stores in some states, no one has any better idea of what the right path forward is than they did six weeks ago.

  • MAY 04, 2020

    Modern Retail Research: 32% of retailers have now furloughed store staff

    For the vast majority of respondents, optimizing e-commerce channels is the most important step. As more and more people move to shopping online, retailers of all types are trying to make sure their e-commerce and delivery channels are optimized -- as wine seller Winc’s co-founder Brian Smith said during a Modern Retail Plus talk last week, this is an opportunity to “meet customers where they are” -- aka, at home, on their phones.

  • MAY 01, 2020

    ‘Reminded me to be more human than ever’: DTC founders face leadership strains as crisis drags on

    For many direct-to-consumer founders, it's been six weeks of extreme highs and lows -- some companies have recorded simultaneously some of their best and worst sales days within those same time periods. But even companies that have reported record sales haven't been immune from having to lay employees off. As a result, many DTC founders are finding themselves having to navigate situations that they never have been before, and are having to learn new ways of leading.

  • MAY 01, 2020

    How wine seller Winc is building out its digital business to acquire new customers

    Longevity in the coming year will require “re-imagining at home consumption,” said COO Brian Smith, with restaurants and hospitality down at the moment. Here are some takeaways about how the wine brand has strategized in this current economic climate.

  • APR 24, 2020

    Lower advertising costs present a double-edged sword for DTC brands

    In some ways, it's starting to feel like the early days of the direct-to-consumer boom all over again. A startup's website is once again its most important sales channel, as stores remain closed. Startups are having to operate with as small of a team as possible. And Facebook is once again a cheap place to advertise. Over the past couple of years, the constant refrain has been that DTC startups need to rely less on acquiring customers through Facebook. As more companies started advertising on the platform, Facebook advertising costs started to rise. Now, as more companies are dramatically slashing their advertising budgets in the wake of the coronavirus, Facebook is becoming less crowded.

  • APR 24, 2020

    RSE Ventures’ Matt Higgins: How DTC brands should approach fundraising right now

    "Focus on storytelling right now," said Higgins. “DTC is predicated on having a one-to-one interaction," with the customer that can't be emulated if there is a middleman.

  • APR 20, 2020

    Digiday Research: Retailers plan to permanently reduce reliance on pop-ups, marketplace platforms

    Temporarily, respondents said they would be “leaving” or reducing the use of nearly every single retail channel, except mass retail stores. The majority of respondents were leaving pop-up shops, shop-in-shops, permanent brand stores, as well as “retail-as-a-service’ platforms.

  • APR 17, 2020

    Looking ahead, DTC brands start scenario planning for store re-openings

    Right now, direct-to-consumer startups have to hope for the best but prepare for the worst, and nowhere is that more evident than within their brick-and-mortar divisions. Most of the executives I spoke with this week said that they don't anticipate being able to re-open their stores until the summer. "I think people are preparing models [in which stores] will open as early as July and as late as October," said Logan Langberg, principal at Imaginary Ventures, which has invested in Camp and Everlane. But it's absolutely critical that when stores re-open, DTC brands are ready.

  • APR 17, 2020

    How Vuori is preparing for (future) store reopenings

    It's impossible to predict the future, but Vuori senior director of retail Catherine Pike thinks "huge advancements in brick and mortar retail" are coming now that brands are out of their comfort zone.

  • JUL 09, 2020
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    Advertisers’ survey: What’s holding back your ad performance?

    Advertisers, from DTCs scrapping for share in a crackling at-home beauty market to seasoned retailers leaning into the quarantined consumer’s e-commerce surge, what’s changing about your campaign KPIs? How are you using data to make choices and effectively budget across channels? What’s working, what’s broken and how will you fix it? Take this survey and get the full results plus a $5 Starbucks gift card.

Modern Retail Virtual Forum
Aug 10–Aug 11, 2020

At the Modern Retail Virtual Forum, we’ll bring together senior retail marketers online to discuss the challenges they’re facing and the solutions they’re seeking in the era of smarter retail.

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