Well Made

Ep. 94 Converting Shoppers into Buyers with Dan Frommer

September 4, 2019 · RSS · Apple Podcasts

There was a time when the idea of shopping online was revolutionary. When you may have called yourself an ecommerce convert and swore to never step foot in a brick-and-mortar store ever again. But the truth is, while Prime Day gets bigger ever year, so does the line outside of Everlane's retail stores. 

Dan Frommer knows that change is the only constant in how we shop and what we buy. He launched The New Consumer to track that change. Dan used to be the editor-in-chief at Recode and a reporter at Quartz and Forbes. Now, every other week, he sends out a members-only newsletter with a real point of view to help you digest the ecommerce and retail trade headlines. He's on the Well Made podcast to give us a state-of-the-ecommerce-union report, diving deep into everything from the Harry's acquisition and the boom of CBD to globalization and tariffs.

“These brands are not fads. Some will be more successful than others, some may collapse, but these are real brands.”

On this episode, hear how Dan Frommer's journalistic past led him to an obsession with modern consumerism. Dan explains the point of view he's bringing with The New Consumer and how he finds the narrative (0:39). Stephan and Dan dive right in to direct-to-consumer venture capital, and recent brand brand acquisitions (13:32).

Dan explains how "direct-to-consumer" brands have outgrown that name altogether (and why this makes a great case for his disdain of jargon) (14:15). He and Stephan dive deep into Edgewell's acquisition of Harry's, the strategy behind it, and how it could be a possible indicator for future acquisitions of companies like Warby Parker, Away, or Everlane (17:09).

After the last recession came the boom of the heritage brands, but Dan and Stephan talk through the potential of a temporary company. What if the success of a modern brand isn't measured by its lifespan? (25:21) Dan talked to Starbucks Japan about this very idea with the concept of their "stunt Frappucinos" (38:32). Speaking of stunts, Amazon's Prime Day segue's right into a more macro discussion about tariffs, consumer transparency, and globalization (50:34). Dan wraps up with recommendations from his last year of travel to Paris, Milan, and Copenhagen (55:09).

Also mentioned on the show:

Header photos via Everlane.

You can find this and all future episodes on iTunes, Google Play, and here on the Lumi blog. This episode was edited by Evan Goodchild.

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