This is an episode of the Glossy Fashion Podcast, which features candid conversations about how today’s trends are shaping the future of the fashion industry. More from the series →
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Fresh off a $10 billion valuation, the direct-from-manufacturer online retailer Quince is on a hot streak. It’s been testing physical retail with pop-ups and expanding into new categories, from furniture to caviar.
But while the company had no shortage of sales, what it was lacking was a coherent brand story. Dakota Kate Isaacs, formerly a senior director at The Ordinary, started at Quince in February as the company’s first head of brand strategy and narrative. Her goal has been to help Quince build an emotional connection with its customers, for reasons beyond just the low prices that attract them in the first place.
Isaacs spoke with senior fashion reporter Danny Parisi at the Glossy E-commerce Summit in Miami this month to discuss what strategies she’s been adopting to build those relationships.
