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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-20248" class="et_pb_post post-20248 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-ecommerce article-tags-customer-experience-management article-function-conversion-optimization article-function-leadership article-function-marketing article-type-thought-leadership"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting & Personalization</a></div><h1 class="article-title">The Ember Lab (formerly TrendSeeder) on building a retail brand</h1><h2 class="article-excerpt">An interview with Avani Patel and Matthew Jung of Trendseeder on what it takes to build and scale a great retail brand.</h2><div class="article-authors lc-flex"></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p>What do <a href="https://slickchicksonline.com/">breathable underwear</a> and <a href="https://www.alexanderisinhue.com/">convertible high-heel shoes</a> have in common? They are all products from companies being advised by The Ember Lab (formerly TrendSeeder), one of New York’s hottest accelerators for early-stage fashion, beauty and wellness retailers.</p><p>We hung out with CEO Avani Patel and President Matt Jung to chat about their unique approach to growing a business and the exciting evolution of retail. Along the way, we discussed the nuance of product-market fit, the retail apocalypse and what it takes to truly build a great retail brand.</p><p><strong>Dynamic Yield</strong>: <strong>Let’s start provocatively. What is one piece of conventional wisdom in retail marketing that is incorrect?</strong></p><p><strong>The Ember Lab:</strong> The idea that top-line growth is the most important metric. We are absolutely against the obsession with trying to fuel top-line growth and scale at all costs.</p><p>The key is to build a strong brand and business foundationally and then scale appropriately. Scaling smart is not just about pursuing exponential increases in revenue. We favor a strong customer following and a clear path to profitability over pure growth metrics.</p><p><strong>Dynamic Yield:</strong> <strong>So if overall revenue growth isn’t the most important metric, what is?</strong></p><p><strong>The Ember Lab:</strong> Gross margin.</p><p>Ultimately, favorable gross margins are indicative of that clear path to probability and growth potential, often more so than current growth.</p><p><strong>Dynamic Yield:</strong> <strong>Besides gross margin, what are the main factors you look for when deciding whether or not to back a start-up?</strong></p><p><strong>The Ember Lab:</strong> It starts with the classic product-market fit. Is your product something consumers really want and find unique? The two of us can’t sit here and tell you who the next big designer is going to be so we have to look at how strong consumer affinity is for a product.</p><p>Sometimes, great products aren’t doing as well as they should be due to inefficiencies in process or missed marketing and partnerships opportunities. But so long as the product resonates with consumers, this is an area where we can step in and add a lot of value.</p><p>Another key factor we look for is subtle competitive advantages and points of differentiation. We find that a lot of great start-ups have one unique twist that helps them really stand out in the marketplace. This often comes from a hyper-specific innovation in design, branding or operations.</p><p><strong>Dynamic Yield:</strong> <strong>Can you give an example of a company that has a subtle competitive advantage in addition to product-market fit?</strong></p><p><strong>The Ember Lab:</strong> <a href="https://www.naadamcashmere.com/">Naadam Cashmere</a> is a perfect example of this. On the surface, they look pretty similar to numerous other cashmere retailers but they have a supply chain that ventures into the Mongolian desert. How cool is that?</p><p><strong>Dynamic Yield:</strong> <strong>You guys have helped several retail startups grow significantly Besides a great product, what is the key to scaling an e-commerce company 10+X?</strong></p><p><strong>The Ember Lab:</strong> Of course this varies greatly depending on the brand. But you would be amazed at the power of simply tightening up your brand story. People will buy from a brand that they believe in.</p><p>Even if the brand story is engaging, a lot of times small companies simply lack large-scale awareness. This can be solved with an infusion of capital to invest in marketing or by forming more meaningful industry relationships. Simply growing their network is vital for a lot of entrepreneurs and brands can take the proverbial next step.</p><p><strong>Dynamic Yield:</strong> <strong>Our research has shown that 60% of traffic to retail websites is coming from mobile. Should retail start-ups consider mobile as the primary medium for online commerce?</strong></p><p><strong>The Ember Lab: </strong>For the smaller retailers we work with, a <a href="http://marketingland.com/time-replace-mobile-friendly-mobile-first-199770">“mobile-first”</a> strategy is still out on the horizon. But we know smartphones are definitely involved in the buying process. It’s vital to understand that even if a purchase doesn’t happen on a smartphone, often the search and awareness stages of the <a href="https://www.dynamicyield.com/glossary/conversion-funnel/">purchase funnel</a> are occurring on the go.</p><p>It is essential not to view the smartphone as a threat to in-store shopping but as a means of enhancing the experience you provide in-store and across channels.</p><p><strong>Dynamic Yield:</strong> <strong>Just this week, both Business Insider and The Atlantic have said that we are in the midst of the retail apocalypse. Is retail truly undergoing an existential crisis?</strong></p><p><strong>The Ember Lab:</strong> Apocalypse may be an overstated term but it is clear that the old way of doing business in retail simply doesn’t work anymore. In many respects, fashion and retail are pretty archaic industries and there is so much opportunity to <a href="https://www.dynamicyield.com/personalization/">deliver better customer experiences</a>.</p><p>Retailers are going to have to adapt to the new normal. And that could be a great thing.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/customer-experience-management/">Customer Experience Management</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/user-identification-for-personalization/">From Fragmentation to Connection: Mastering User Identification for Personalization</a><div class="article-sidebar-nav-author">Gina Walanga</div></li><li> <a href="https://www.dynamicyield.com/article/where-human-ingenuity-fits-in-the-ai-era/">Where human ingenuity fits in the AI-driven marketing era</a><div class="article-sidebar-nav-author">Yaniv Navot</div></li><li> <a href="https://www.dynamicyield.com/article/how-to-drive-more-subscribers-to-your-mailing-list/">How to Drive More Subscribers to Your Mailing List</a><div class="article-sidebar-nav-author">Ravit Morales</div></li></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. Visit our <a href="/privacy-policy/">privacy policy</a> to learn more about how we process your data and your rights as a data subject.</div></div></div><div class="lc-subscription-ty-block lc-subscription-inner"><h4 class="lc-subscription-title text-center">Thanks for<br> signing up!</h4></div></section><div class="container"><div class="articles-popular-wrapper"><h3>Most Popular in <span>Targeting & Personalization</span></h3><div class="lc-flex articles-popular-block"><a href="https://www.dynamicyield.com/article/webstore-guided-selling-tactics/"><span class="article-popular-img-wrap"><img src="https://www.dynamicyield.com/wp-content/uploads/2023/01/blog_234_webstore_guidedselling_feature.jpg" width="255" height="103" alt="" class="crp_thumb"></span><strong>Why the webstore has become predictable and how guided selling can fix it</strong></a><a href="https://www.dynamicyield.com/article/deep-learning-affinity-profiling/"><span class="article-popular-img-wrap"><img 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localStorage.setItem('utm_term', dy_search_params.get('utm_term'));
}
if(dy_search_params.has('mkt_tok')) {
localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
}
// Also, fill in the data inside the Marketo form once its available
if(typeof window.MktoForms2 === 'object') {
MktoForms2.whenReady(function(_form) {
var form = _form.getFormElem();
console.log('MKTO FORM READY');
// Append the mkt_tok param if it exists in the URL
var ls_mkto_tok = localStorage.getItem('mkt_tok');
if(ls_mkto_tok) {
_form.addHiddenFields({
mkt_tok: ls_mkto_tok
});
_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
for(var i = 0; i < Object.keys(dy_utms).length; i++) {
var ls_key = Object.keys(dy_utms)[i],
ls_value = localStorage.getItem(ls_key),
form_key = dy_utms[ls_key],
form_field;
if(ls_value) {
if(ls_key === 'gclid') {
ls_value = JSON.parse(ls_value).value;
}
if(typeof(form_key) === 'string') {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
if(form_field) {
form_field.value = ls_value;
}
} else {
for(var j = 0; j < form_key.length; j++) {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>