Issue 079: "One of the best DTC emails I've ever seen."

🏎️ Neeeeeeerrrrrrbrapapapapaappppbwaaaaabwaaaabwaaaaaa!

That’s our impression of 2023 racing to a stunning conclusion and wondering what the hell is on the horizon for 2024. 😳 

We can’t help but be optimistic. As the saying goes, “Pessimists are often right. Optimists are often wealthy.”

Let’s get that paper. Only 17 days left to do it. ✌️

| TWEET O’ THE WEEK

Get inspired by these cardboard influencer boxes and kits that’ll make your brand packaging stand out (with domestic and overseas factory options at the end).

Of all the new and wonderful internet phenomena out there, unboxing a product in short-form video surely tops the list for feel-good engagement and content. One of the most popular types of videos watched on YouTube and TikTok, unwrapping a package you received from a supplier can produce almost as many natural happy highs as vitamin D does!

Table O’ Contents:

1. Packaging is the New Hook

2. How Much is Too Much in a Package?

3. The Visual Value Opportunity for DTC Brands

4. Anticipating Consumer Packaging Needs

5. Corrugated Cardboard Influencer Boxes

6. Mastering Influencer Boxes

7. Why is Kit and Packaging so Important?

8. Branded Cardboard Influencer Boxes

9. Cardboard Packaging Factories (With Links)

Packaging is the New Hook

Traditional in-store shopping displays a product in its most “natural” form, and that’s the packaging you get it in. It’s on show for the walk-by consumer with a short attention span and an even shorter amount of time to shop in. But not so with DTC (direct to consumer) brand products.

Yes, the product you select is the product you get, so in a sense, it’s just like grabbing a product off the shelf. What differentiates DTC brands from in-store brands is how it’s packaged.

You’ll want to watch my TikTok short on this, which includes visuals and context.

Read the rest…

| YOUTUBE UNIVERSITY

I Found the BEST Facebook Ad
Formula for 2024

| TOGETHER WITH OPENSTORE

How to Take Care of Your Sales (and Yourself) Next BFCM

This holiday season and beyond, relieve yourself from the stress and long nights managing cash flow and inventory. With OpenStore Drive, their expert team manages your Shopify business for you while you get guaranteed monthly income, maintain ownership over your brand, and get your time back. 

OpenStore owns and operates the largest number of Shopify businesses in the world and has provided entrepreneurs all over the country with millions of dollars, freeing them up to spend time with family, travel, or start something new. 

Workspace6 member and founder of the popular KNKG gym brand, Stefan, is enjoying a stress-free holiday season, thanks to OpenStore Drive. He’s spending time with his family and starting another e-commerce business. With OpenStore’s expert team running operations and ensuring a consistent monthly income, Stefan has the time and capital to do what he loves: building brands.

While you cash in your monthly check and take a well-deserved break, OpenStore applies its strategies from running nearly 50 e-commerce brands. Applying only takes minutes, and you can get an offer within 24 hours. OpenStore manages everything including:

• Marketing (Paid/Organic Social, Paid Search, Affiliate, Influencer, SEO, CRM, & more)

• Customer Support (they currently have a 85% CSAT score)

• New Product Development (they developed a drone in-house for one of their brands recently) 

• Fulfillment and Inventory management 

If your Shopify business generates $500k+ annually, join the founders taking a break to pursue new ventures or simply relax. They've earned it, and so have you.

Get your free OpenStore Drive proposal

| QUICK HITS

• @halletecco: What a mess. Smile Direct Club — formerly valued at $9b— has canceled its lifetime guarantee and closed down customer support as part of its bankruptcy.

• Anthony Morgan: “We want to redesign the PDP, so we have a better foundation…” 3 reasons why this is a BIG mistake.

• @andrewjfaris: "Resist Shiny Object Syndrome" they say. As if it's that easy. The whole problem with Shiny Object Syndrome is that the objects are shiny. It's like telling someone, "Just eat better!" OK, but how? @natelagos has a "how" and it's the smartest approach to this I've ever heard…

• @SeanEcom: My guess? Within 12 months we are back in ZIRP. Q4 will be great for consumer. But anything requiring debt GETS DESTROYED. [More]

• Blake Imperl: 2 minutes on the DTC Hot Seat with Feastable's Joseph Siegel

| HERE FOR THE MEMES

| AND IN OTHER NEWS…

• Modern Retail: FabFitFun founders apologize after a profane X ad caused subscribers to cancel

• CBS News: Amazon says scammers stole millions through phony product returns

• Geek Wire: Zulily shutting down offices and laying off 292 employees in Seattle

• Ad Age: What Makes TikTok Ads Connect With Consumers: Datacenter Weekly

• Retail TouchPoints: 2024 Predictions Report: 15 Experts Reveal Top Tech & Trends [Report]

• CNBC: Lawmakers ramp up scrutiny of Shein, call for proof it doesn’t use forced labor after retailer files for IPO

| GET LINKED

SHEIN FILES FOR IPO

I began writing about SHEIN in 2018. Chinese retailers and logistics companies are ahead of the curve and although Shein was relatively small in 2018, however, they had shown an ability to grow and they were in the process of perfecting their business model.

Fast forward to the present and Shein has disrupted the clothing industry with its on-trend $5 skirts and $9 jeans in the past few years. The 11-year-old company is now one of the largest fashion brands in the world.

Most brands and apparel retailers have dismissed Shein as a threat to their business. In 2022, I spoke with a CEO at a major retailer who told me, “Shein is a fad. We aren’t concerned.” Big mistake.

SHEIN has confidentially filed to go public in the U.S. in what could be one of the biggest IPOs in years. Goldman Sachs, JPMorgan Chase and Morgan Stanley have been hired as lead underwriters on the offering, which could happen in 2024.

Shein, now based in Singapore, was valued at around $66B in a fundraising round in May. A year before the latest fundraising, Shein had been valued at $100B making the company worth more than the combined market capitalization of H&M and Zara-owner Inditex. H&M was founded in 1947 and Inditex Zara was founded in 1975.

Note to all retailers: The number of years you’ve been in business doesn’t matter. A better business model and a better value proposition can and will destroy your company.

Read the rest…

| THE OUTRO

We’re out, y’all!

Let’s all keep it classy, and don’t let the bastards get you down, no matter who those bastards are.

Peace!

Workspace6