Ciaran Long, CEO, a.k.a. Brands – Dress Rehearsal: Using a 'test and repeat' strategy to adapt quickly to consumer trends

Summary:

a.k.a. Brands have seen incredible success bringing their digitally native brands into the physical marketplace. A big part of that success comes from their 'test and repeat' retail strategy, which allows them to gauge and adapt to consumer trends extremely quickly. 

Ciaran Long has been serving as the CEO of a.k.a brands for more than two years. He was previously CFO at Samsclub.com, and held other leadership positions at Walmart's e-commerce division, as well as at CBS, CNET Networks and KPMG.

Ciaran joins us to break down the test and repeat strategy, and explains why it can be so effective at minimizing guesswork and mitigating risk. He also delves into a.k.a. Brands' unique approach to influencer marketing, their strategy when it comes to M & A, and the philosophy that will guide their expansion efforts in the years to come.

 

Highlights:

• The a.k.a. Brands portfolio (2:05)
• What sets a.k.a apart? (3:12)
• a.k.a.'s evolution (4:43)
• Expansion strategy (5:50)
• Dealing with fickle consumers (8:56)
• Test and Repeat (10:55)
• Culture Kings (13:39)
• Navigating volatility (16:02)
• Sustainability in fashion (17:37)
• M&A (18:53)
• Looking ahead (21:06)

Links:

Ciaran's LinkedIn

a.k.a. Brands' LinkedIn

a.k.a. Brands' Website

ICR LinkedIn

ICR Twitter

ICR Website

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