How I’d play a DTC coat brand born on the Parkway in January: shoot the Shore like a fashion city, build a funnel that doesn’t rely on one viral Reel.
- Lead agent
- Buyer
- I'll watch
- Repeat rate
- The leak
- One-Reel seasons
The sit
Seasonal demand, rising CPMs, a site that hides the product. The founder’s taste is the brand. Nothing else is.
The play
Campaign: ‘Dress for the crossing.’ Boardwalk at dusk, no beach-body nonsense. Rebuild PDP and checkout. Buyer running creative as a grid, not a prayer. Scout watching when Nor’easters actually move coats.
The bet
A second season that isn’t a coin flip. Repeat rate that looks like a brand, not a drop.
The bet
New Jersey weather is a point of view. Treat it like one.
CampaignsMediaProduct
