Ok! Welcome back to my podcast: The Marketing Playbook with Mark Friedman! Presented by Details Interactive. Here, you’ll take away 3 game-winning marketing plays every episode to take back to your team. I’m your host, Mark Friedman, and my career has been focused on direct-to-consumer marketing; direct mail, physical retail, and digital commerce.
This is Episode #30 and today’s guests are Chloe Songer and Stuart Ahlum. They are the Co-Founders of Thousand Fell. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – subscribe and leave a 5-star review if you have your playbook!
Podcast Episode #30: Chloe Songer and Stuart Ahlum – Co-Founders of Thousand Fell
Chloe Songer and Stuart Ahlum, the Co-Founders of Thousand Fell, add their page to the Marketing Playbook. Hear how to learn from some of the top retailers and CPG companies, surround yourself with great people as soon as you can, tell your brand story to the consumer, how Chloe and Stuart met in China, and what she learned from the GAP training program. This episode covers everything from startup lessons to the manufacturing landscape in China. Here’s a small sample of what you will hear in this episode:
- What is a remarkable story about Chloe and Stuart’s lives
- What is Thousand Fell and what makes it different
- How does sustainable manufacturing work
- What products does Thousand Fell sell
- Are they dropshipping for wholesale accounts
- What surprises has Chloe seen building Thousand Fell
- How are they approaching digital marketing
- Could Thousand Fell become a lifestyle brand
Connect with Chloe and Stuart at ThousandFell.com and on Instagram at @Thousand_Fell, @ChloaMarie, and @StuartAhlum.
Let’s open the playbook. Ready? Break! Check out the episode, show notes, and pictures below for much more detail.
Show Notes
- Intro
- [0:22] The Marketing Playbook with Mark Friedman
- [0:24] Details Interactive
- [0:30] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- [0:40] Connect with Chloe and Stuart at ThousandFell.com and on Instagram at @Thousand_Fell, @ChloaMarie, and @StuartAhlum
- [0:42] Thank you as always to Max Branstetter of MaxPodcasting and the Wild Business Growth Podcast for producing this podcast. You can reach him at Max@MaxPodcasting.com to bring your podcast to life
- Chloe and Stuart’s Page of The Marketing Playbook with Mark Friedman
- [1:30] Emails
- [2:02] How are Chloe and Stuart and their families doing
- [2:17] What is a remarkable story about their life
- [2:57] Wuhan, China, Shanghai, China
- [3:12] Vogue China, Condé Nast, Startup, Retail, GAP
- [3:32] Business, Manufacturing, Supply Chain
- [4:10] Tech (Technology), Point of Sale (POS), Dongguan, China
- [4:28] Sample Rooms, R&D (Research and Development)
- [5:00] What is Thousand Fell and what makes it different
- [5:17] Textile Waste
- [5:56] Closed-Loop Solution
- [6:52] EPR (Extended Producer Responsibility)
- [7:22] How does sustainable manufacturing work
- [7:45] Investors
- [8:05] Komodo, Cole Haan
- [8:25] Footwear, Sneakers
- [9:42] ThousandFell.com
- [10:01] What products does Thousand Fell sell
- [10:13] Lace Up, Slip On
- [10:44] Commute, COVID-19
- [11:09] Product Category
- [11:21] StockX
- [11:54] What is the price point for Thousand Fell shoes
- [12:15] How is the black Thousand Fell sneaker doing
- [12:34] Designer, Merchandising
- [13:16] Gen Z (Generation Z), Zillennial
- [13:29] How is Thousand Fell’s go-to-market strategy as a Direct-to-Consumer (DTC) Business and Wholesaler
- [13:48] Nordstrom, Saks Fifth Avenue, Stitch Fix
- [14:21] Recycling
- [14:38] Zappos, Madewell
- [14:47] Customer Acquisition
- [14:55] Steve Madden, eCommerce, Retailers
- [15:22] Is Thousand Fell dropshipping for wholesale accounts
- [15:43] Purchase Orders (POs), Inventory
- [16:03] Mentoring
- [16:11] How was Chloe’s experience in the GAP training program
- [17:02] Brand, Fashion
- [17:22] Sustainable Fashion
- [17:41] Cash Flow, Inventory Management, Financial Reviews
- [18:30] Old Navy, Athleta
- [18:52] Product-Market Roadmap
- [19:11] Marketing, Coca-Cola, Brand Marketing, Casper, Procter & Gamble (P&G)
- [19:34] CPG (Consumer Packaged Goods)
- [19:50] How was Stuart’s previous startup experience
- [20:04] Entrepreneurship, Consumer Products, Suppliers
- [20:20] Kickstarter
- [20:48] Logistics, Fulfillment
- [21:36] Lead Buyers
- [22:14] What surprises has Chloe seen building Thousand Fell
- [22:24] Investment, Fundraising
- [23:13] Priced Round
- [23:50] Funding
- [24:03] Venture-Backed
- [24:21] Data
- [24:53] Branding Agency, Branding
- [26:14] Equity Structure
- [25:42] Angel Round
- [26:03] Hong Kong, China
- [26:18] Trade War, Tariffs
- [27:00] Kristin Kohler Burrows
- [27:36] Rolodex
- [28:21] Core Competencies
- [28:30] Advisors
- [28:42] Verticals
- [29:05] Consultants
- [29:16] Do you have a Direct-to-Consumer business? I enjoy connecting with guests on this podcast because it reminds me what I love to do: strategic and tactical consulting for businesses like yours. If you’d like to speak with me and see how you can add a fresh set of eyes to your team, contact me at Mark@DetailsInteractive.com
- [29:42] Digital Media
- [29:54] How is Thousand Fell approaching digital marketing
- [30:01] Brand Awareness
- [30:34] Social Platforms
- [30:50] Instagram
- [31:23] Facebook Acquisition
- [32:06] Cookies, Content, Storytelling
- [32:21] Product
- [32:40] Aloe Vera
- [32:49] Clickbait
- [33:04] TikTok, Snapchat
- [34:02] Facebook, Influencers
- [34:23] Organic Marketing, Word of Mouth Marketing (WOM)
- [35:12] How does Thousand Fell get the sustainability story out to the consumer
- [35:42] Purchasing Triggers
- [36:01] Launch Press
- [36:22] Customers, Survey, A/B Testing, Ad Copy
- [36:53] Ad, Isabel Marant Joggers, High Fashion
- [37:20] Click-Through Rate (CTR), Conversion
- [37:52] Bottom Funnel
- [38:36] Loyalty Generator
- [38:43] Cult Brand
- [39:00] Could Thousand Fell become a lifestyle brand
- [39:24] AOV (Average Order Value), Repeat Rate
- [40:11] Seasonal Sales Cycle, Markdowns
- [40:31] Sell-Throughs, Outlets
- [41:03] Product Lines
- [41:40] Charity
- [42:20] Merch (Merchandise)
- [42:33] Thousand Fell Hoodie, Thousand Fell Water Bottle
- Outro
- [43:16] Connect with Chloe and Stuart at ThousandFell.com and on Instagram at @Thousand_Fell, @ChloaMarie, and @StuartAhlum
- [43:53] This week’s 3 Game-Winning Plays are as follows:
- Learn from some of the top retailers and CPG companies
- Surround yourself with great people as soon as you can
- Tell your brand story to the consumer
- [44:52] If you want to check out more pages of The Marketing Playbook, make sure to subscribe on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
- [45:03] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- Theme Song: Jazzy Man Funk Rock – Auditone Music Library – provided by Jamendo
What is The Marketing Playbook with Mark Friedman?
Mark Friedman (that’s me) knows direct-to-consumer marketing. The 30+ year industry veteran has served as the President of eCommerce at Steve Madden, Chief Marketing Officer of Brooks Brothers, mentor to dozens of startups, and even youth sports coach. You’ll take away 3 fundamental tips every episode to help your team knock it out of the park, and draw up strategies for digital marketing, eCommerce, customer monetization, and pivoting with the brightest all-stars in business. Do you have your playbook?
How can I work with Details Interactive?
That’s it! Today’s game balls go to Chloe Songer and Stuart Ahlum. Thank you, Playbook Marketers, for listening. If you want to check out more pages of The Marketing Playbook, make sure to subscribe on your favorite podcast spot and leave us a 5-star review on Apple Podcasts. You can also follow us on Twitter at @DetailsInteract and learn more at DetailsInteractive.com. Until next time, The devil is in the details.