How a women’s apparel brand like Cynthia Rowley adjusts with the identity of women in 2019, and also how they stay relevant and keep up with the conversations in consumers’ lives. President and CEO Allie Egan joins Marc Raco and guest hosts Joe Yakuel (Agency Within) and Catherine Schepis (American Fashion Podcast, and Lean Canvas Advisory). Recorded in the MouthMedia Network studios. To hear more from speakers like Joe and Allie, check out CommerceNext on July 31st & August 1st in NYC. In this episode: The importance of taking the data points about the average consumer’s needs and beliefs and making the brand’s point of view clear through its actions, such as having Halima Aden as a Muslim American model  Being open and engaging in conversations with consumers when campaigns take an unexpected term, and how honestly and accountability should be values of any brand The importance of keeping track of supply for brands that sell primarily direct How Cynthia Rowley uses data points to make changes to distribution, production, and supply chain to fill consumer demands and to create limited editions of popular styles to bring in new customers as well as repeat customers The struggle for brands to produce the quantity and quality digital content to keep the brand’s message clear without getting stale, and how Cynthia Rowley’s studio spaces and influencer network allow for a wealth of relatable content to be produced without having to plan out tightly structured content How big data can potentially be used to marketing or customer service actions, and how the evolution of data collection has influenced decision making Ways chat bots and video calling can extend the brand’s ability to provide recommendations, convenience, and a deeper human experience between the consumer and brand when engaging with direct sales The importance of referrals and word of mouth growth for a brand like Cynthia Rowley, and how Allie plans to utilize affiliates, influencers, and social media to get the word out organically to build the brand’s stature organically How first-order profitability has given Cynthia Rowley the flexibility to grow and make actions that aren’t necessarily scalable at its own pace while focusing on brand loyalty and referrals Why strategic parameters with tight guidelines along with a focus testing and analysis has evolved into a successful network of influencers Allie’s background in the beauty industry and extensive digital/e-commerce experience, and how her partnership with Cynthia’s artistic and active lifestyle backgrounds intersect and why their partnership is so strong New ways the brand has been connecting with their consumers, such as the new podcast Plus, some off the grid questions with Allie about how she got started on the path her career that led her to being a brand manager, how that work is like running a marathon, and her intensive note-taking See omnystudio.com/listener for privacy information.