Show Notes:
In this podcast episode, Annes interviews Tommy Flaim, the founder of an activewear brand who shares their journey from a finance and social entrepreneurship background to launching a sustainable and affordable activewear line. They discuss the brand's growth, including direct-to-consumer sales, retail partnerships, and co-branding strategies. Despite being unprofitable, the brand has seen success through social media, particularly a viral TikTok video, although it didn't convert as expected. The need for external capital to manage fixed costs and inventory is highlighted. The guest also touches on the challenges of influencer marketing, the importance of brand building, and the potential of collaborations in the consumer product industry. The pandemic's impact on retail partnerships and the brand's approach to outreach are discussed, along with the significance of a strong brand identity. The episode concludes with the guest's commitment to responsible business practices and the importance of consumer trust.
About Tommy Flaim:
Tommy Flaim knew from a young age that he wanted to do something that would make a positive impact for others. He just didn’t know at first what that “something” would be.
Growing up here in Clifton Park, he played soccer and tennis at Shenendehowa. He also was involved in student government, serving as class president his senior year.
Timestamps:
The origin story (00:00:21)
Guest's background and college experiences, involvement in social entrepreneurship, and the exploration of sustainability and humanitarian issues in the fashion industry.
Formation of the activewear brand (00:01:49)
Reasons behind the creation of the activewear brand, including personal experience in sports, identification of a white space in the market, and the need for initial funding through investment banking.
Challenges in the consumer product industry (00:03:28)
Discussion of the wasteful practices in the fashion industry, the financial dynamics of clothing brands, and the challenges faced by small manufacturers in competing with larger companies.
Growth and co-branding strategy (00:05:02)
The current status of the brand, the focus on direct-to-consumer and retail channels, and the strategy of co-branding partnerships for growth and profitability.
Leveraging social media and funding needs (00:09:55)
The role of social media, particularly TikTok, in driving growth, the pursuit of profitability, and the need for external capital due to fixed costs and working capital issues.
Sustainability and profitability in the industry (00:16:51)
Discussion on the importance of profitability in the consumer product industry, challenges faced by unprofitable brands, and potential shifts in financing models.
Influencer Marketing (00:19:35)
Discussion on the effectiveness and challenges of influencer marketing, including the conversion to revenue and the saturation of the influencer space.
Retail Partnerships and Cold Outreach (00:24:27)
Challenges and strategies for establishing retail partnerships, including using part-time employees for cold outreach and the cost and conversion rates of sending free samples to retailers.
TikTok and Branding (00:26:33)
The guest's initial resistance to TikTok, the unexpected success of a viral TikTok video, and the importance of branding in the clothing and activewear space.
Brand Development and Consumer Connection (00:31:20)
Importance of branding, consumer perception, and developing a desirable brand that people want to support and represent.
Responsibility and Transparency (00:34:14)
Emphasis on responsible growth, transparency, and continual improvement in the business operations.
Company Information (00:34:46)
The guest provides information about the company's social media handles, website, and a product recommendation.
This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands
https://dilliecreative.com/
