How Knix Leverages Authenticity in a Post-DTC World
Nicole Tapscott, Chief Commercial Officer at Knix, dissects the anatomy of category disruption in an era where authenticity trumps algorithms. Drawing from two decades of scaling high-growth consumer brands like Casper and Mejuri, Tapscott reveals how Knix has redefined the intimate apparel industry into a movement of destigmatization through authentic celebrity partnerships. The conversation unpacks strategic insights on navigating the post-DTC landscape, premium retail expansions, data-driven personalization, and omnichannel orchestration—essential intelligence for building next-generation brands that thrive on vulnerability. PLUS: We talk Knix’s latest campaign with Kristen Bell and the first U.S. store opening in New York City.Customers Are Already Telling You the AnswerKey takeaways:Next-gen brands prioritize channel agnosticism over DTC exclusivity - Success comes from meeting customers where they are, whether that's TikTok Shop, Nordstrom, or intimate retail experiences designed for vulnerable conversations.Cultural barrier-breaking requires authentic celebrity partnerships - Kristen Bell's decade-long customer relationship with Knix created campaign authenticity that audiences could immediately sense, proving that real relationships trump transactional endorsements.Product innovation emerges from customer vulnerability - Knix's best product developments, from ultra-thin technology to natural fiber collections, stem directly from customer feedback about their most personal needs and experiences.Physical retail serves emotional commerce needs - In categories requiring trust and education, stores become "vulnerability corners" where trained staff facilitate intimate conversations that e-commerce cannot replicate.Mission-driven marketing survives economic pressure - As consumer spending tightens, brands with clear purpose and authentic intention will outperform those focused solely on transactions.Key Quotes:"DTC is no longer a differentiator. It's just table stakes. These brands are no longer defined by how they sell their product, but why they sell, and how they integrate into a customer's life." - Nicole Tapscott [00:08:35]"The best campaigns are based on a true insight and great representation... someone that really represents that message in a real authentic way." - Nicole Tapscott [00:15:51]"Listen to the customer. They're usually telling you the answer... The if you build it, they will come mentality of former businesses does not work. You actually have to build it where they want it." - Nicole Tapscott [00:51:16]Associated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!
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[STEP BY STEP] Beyond the Store Floor: Designing Omnichannel Loyalty from the Inside Out
In luxury resale, customer relationships can span decades as buyers become sellers and vice versa. Geronimo Chala, Chief Client Officer at Rebag, explains how the brand has evolved from a simple buyout model into a comprehensive lifestyle platform that prioritizes community over transactions. From developing membership models that grow customer funds by 27% annually to creating experiences where customers connect with each other rather than just the brand, Rebag's approach demonstrates the future of loyalty in an omnichannel world.Curating the Re-Sale LifecycleKey takeaways:Community over transactions: Rebag shifted from viewing customers as individual transactions to building "a sense of community" where customers feel they "own the company" through membership and engagement models. - Geronimo [08:30]No channel separation: "There really is no separation between e-commerce and the physical stores" because customers naturally move between digital and physical touchpoints in their shopping journey. - Geronimo [05:31]Person-first data collection: Rather than focusing on brands and colors, Rebag captures customers' "internal self, their core beliefs" and lifestyles to create meaningful connections before any transaction occurs. - Geronimo [17:44]Curated solutions, not overwhelming options: When you have too much to offer, "we have to first get to know that customer, collect that data from them to then evaluate" which services will be most impactful, like "a concierge" at a resort. - Geronimo [23:29]In-Show Mentions:Charles Gorra (CEO and Founder, Rebag)Elizabeth Lane (Chief Marketing Officer, Rebag)Partnership with Macy's Inc. and Bloomingdale'sAssociated Links:Learn more about EndearCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!
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[STEP BY STEP] Meet the Connectors: The New Role of Store Associates in a Digital World
In an era where retail often feels transactional, Akira has spent 23 years proving that personal connection drives business success. Eric Hsueh, co-owner of the Chicago-based fashion brand, reveals how their 40-store chain has scaled authentic relationships without losing its boutique DNA. Eric expands on how technology can enable human relationship, rather than replace it.“I Believe In Stores”Key takeaways:Authenticity over automation: Akira actively combats formulaic retail interactions, training stylists to engage genuinely rather than asking "Can I help you find anything?" which Eric calls "nails on a chalkboard." - Eric [07:12]Micro-wins build macro loyalty: Individual moments—like finding the perfect jeans after 90 minutes—create lasting relationships that compound over years. "That's authenticity. And that is micro wins leading to building a business." - Eric [21:03]Technology enables, doesn't replace: Tools like texting and client data enhance personal relationships rather than scaling impersonal outreach. The focus remains "the one on one relationship, the personal connection." - Eric [16:14]Character comes first: When hiring, Eric prioritizes "energy, intelligence and integrity," with integrity being "first and foremost" because authentic relationships require genuine people. - Eric [09:14]Associated Links:Learn more about EndearCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!
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[STEP BY STEP] The New Community Store: Inside Brick-and-Mortar's Evolution
After 33 years of redefining retail, Anthropologie has mastered creating stores that serve communities rather than just selling to them. Mindy Massey, who oversees stores across North America and the UK after 26 years with the brand, reveals how they've shifted from conversion to connection—empowering 10,000+ employees as community curators while maintaining authentic relationships at scale. Her insights offer a masterclass in why this approach matters more than ever as younger generations reshape retail expectations.The Multi-Gen EffectKey takeaways:Amplification over transformation: Anthropologie didn't reinvent their service strategy—they amplified 33 years of authentic relationship-building with better tools and deeper community integration. "I would say more than transformation. It's been like amplification... Our service strategy has always been built on a foundation of genuine connection." - Mindy [02:52]Wide lanes, strong guardrails: Success requires high accountability and clear brand standards while giving local teams wide creative latitude to serve their specific communities. "We do provide guardrails. But the lanes are kind of wide open for a localized approach." - Mindy [06:41]Authenticity drives KPIs, not vice versa: The brand prioritizes genuine relationships over metrics, trusting that real connections naturally generate better business outcomes. "The authenticity of the relationships is what drives the KPIs versus the KPIs driving the relationships." - Mindy [09:26]Ordinary to extraordinary: Every element of the operation embraces the philosophy of transforming simple materials into unexpected beauty. "So much of our heritage is steeped in making the ordinary extraordinary. You find something really simple and you make it super innovative." - Mindy [13:36]In-Show Mentions:Tricia Smith (CEO, Anthropologie)Rockefeller Center store holiday displayAssociated Links:Learn more about EndearCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!
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E414: Kunle Campbell – Is Commerce in Conflict with Idealism?
Live at Klaviyo London, Kunle Campbell joins Future Commerce to explore the tension between idealistic wellness brands and the realities of scaling in a capitalist system. Kunle and Phillip explore intentionality, identity formation, and how conscious consumers can navigate the cascade of marketing messages while staying true to themselves.Know Thyself, Choose BetterKey takeaways:Pure idealism faces scalability challenges: Growing wellness brands often must compromise their founding principles to reach broader audiences and achieve economies of scale, as demonstrated by Whole Foods' evolution from commune cooperative to mainstream retailer.Identity exchange drives commerce decisions: Every purchase represents an identity transaction where consumers either align with authentic values or fall prey to manufactured personas pushed by predatory marketing tactics.Self-knowledge enables intentional consumption: Understanding your personal predispositions (Kunle recommends DNA tests, blood work, meditation, or breathwork) allows for more conscious brand alignment and purchasing decisions.Consciousness awakening shifts market dynamics: Social media influencers educating consumers about ingredient transparency and wellness principles are forcing traditional retailers like Tesco to create accelerator programs for "Better For You" brands.Key Quotes:[00:01:56]: "Culture is communication, it's community. It's the zeitgeist... At the core, if you go deeper into culture, I think the value system is very, very fundamental." – Kunle Campbell [00:06:22]: "In order to change the world, like at scale, you're going to have to make some compromises... Pure idealism is not enough in a capitalist system." – Kunle Campbell [00:19:25]: "Marketing clutter says, 'this is an identity. Claim it. Take it,' and then you lose your inner person." – Kunle Campbell [00:26:35]: "Don't lose self... There are brands out there that would sort of merge with your own unique wants and needs based on what you need for yourself." – Kunle Campbell In-Show Mentions:John Mackey's "The Whole Story" book and Whole Foods' evolutionJoe Dispenza meditation methodology and body scanning techniquesTesco's Better For You brand accelerator programAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!
Future Commerce is the culture magazine for Commerce. Hosts Phillip Jackson and Brian Lange help brand and digital marketing leaders see around the next corner by exploring the intersection of Culture and Commerce.
Trusted by the world's most recognizable brands to deliver the most insightful, entertaining, and informative weekly podcasts, Future Commerce is the leading new media brand for eCommerce merchants and retail operators.
Each week, we explore the cultural implications of what it means to sell or buy products and how commerce and media impact the culture and the world around us, through unique insights and engaging interviews with a dash of futurism.
Weekly essays, full transcripts, and quarterly market research reports are available at https://www.futurecommerce.com/plus
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