Ashley Ochoa

Join the Rock Fight, LLC for my podcast conversation with Colin True. In a world of expanding consumerism, staggering choice and increasing product affordability, with decades trying to change consumer behavior otherwise, #appliedinnovation allows that all options are on the table to finally solve for waste and sustainability where we discuss: - The polarization of the American Consumer Market: the appeal and impressive price elasticity of brands that are truly connected to consumer ( HOKA, On, lululemon, HUGO BOSS ), the Rise and Rise of Value ( Walmart, Target, SHEIN ), and The Rest: brands stuck in the #MessyMiddle in between ( thank you Scott Belsky ) - The Brand Conundrum: Fiduciary Responsibility or Environmental Responsibility: can we have it both ways ? ( Patagonia ) and is it fair to keep blaming brands (?) - #digitalinnovation leading the way to the Outdoor UX ( Strava, DashLX ) and Brand Loyalty - The democratization of the Outdoors ( Hipcamp , Outdoorsy, HOLO Footwear, Jimmy Chin on Netflix , climbing walls at Public Lands, and a shout out to Tae Kim and his pioneering vision at Alite ) - The reality of ( imminently ) pending legislation and our industry organizations helping us prepare ( American Apparel & Footwear Association (AAFA), Footwear Distributors and Retailers of America (FDRA) )thank you Steve Lamar and Matt Priest - Moving beyond 'the bottle' from recycling to circularity ... mechanical, chemical, and molecular ( Circ®, Reju, Ambercycle, LanzaTech Mango Materials , Eastman, Invisible Company ) on the march to commodity price parity - The hope for the future of our industry and our planet when all options are being #innovated

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PSA for mass fashion: social commerce is your growth opportunity Its an $11.1 TRILLION market by 2030 But it means you have to stop thinking like a product pusher You have to transition to storytellers Today’s data will be about Janie and Jack because I was reminded this morning by one of our factory partners how much I love them I couldn’t find cute baby clothes anywhere but at J+J when my kids were little They have the greatest opportunity on the planet to convert to social commerce They already have their main characters Plus the highest quality product on the planet Unfortunately they’re stuck in last decade’s methodology of #paidad Instagram influencers They worked with 527 influencers in the last 12 months And 88% of them were one and done… Makes sense since only 355 posts were created With 202,000 years worth of content WATCHED daily across various platforms, the competition for attention is fierce A static one and done approach is ineffective and outdated What Janie and Jack needs is a focused, narrative-driven social commerce strategy that leverages the strength of their brand and product quality Instead of working with a revolving door of one-off influencers, they should cultivate long-term partnerships with a handful of moms who authentically love the brand Or create a series to chronicle the journeys of Janie and Jack growing up Consumers crave an emotional connection and sustained narrative, not a barrage of one-off sponsored posts Janie and Jack has all the ingredients to win at social commerce - an incredibly devoted customer base, aspirational brand positioning, and product quality that inspires loyalty But to unlock that potential, they must transition from transactions to stories and make their customers the heroes of long-running, binge-worthy shows #thegreatfashionreset #creatoreconomy #c2m #communitycommerce #contentistheproduct #tiktokisthestore

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Exciting news! 🌟 Congrats to the team at Dôen for being named the Hottest Brand of the Summer by WWD! 🏆🎉 Below - 7 things they’re doing with ecomm helping them hit 40% YOY growth. Can't wait for what's next. 1. Great Imagery - Beautiful, feminine & natural photography - Connecting on a personal level - Showcase product AND evoke emotion 2. Super Detailed Product Information - Product-level size guides - Detailed descriptions include a sheerness index 3. Focus on Impact - Ethical production includes the use of natural & recycled fabrics - Partnerships with women-owned factories - Transparency around work to become more sustainable over time 4. Customer Connection - Actively listen to customer feedback - Adjust products and site info 5. Seamless Shopping - User-friendly site design - Easy navigation - Intuitive (but on brand) interfaces 6. Notification on Sold Out Products - Popular, sold out items let customers get notified on restock - Shoppers stay engaged and anticipate new releases 7. Engaging Digital Content - Emails are editorial featuring team members and friends - Products are released in ‘chapters’ - Telling stories and building excitement for each drop https://lnkd.in/g8Y6Fp-6

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For all my marketers out there looking to be early on the train with the next big social app, I strongly suggest familiarizing yourself with noplace. A bit of a hybrid of old myspace, twitter, and Rex this one seems to be carving out a nice authentic space in the overly algo-ed ecosystem and Im anticipating a lot of opportunity to play as this sandbox expands. Im new to it myself so here for any tips and tricks while I get to know the platform better! You can find me under username: Reesito. https://lnkd.in/e5mX7WkE

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#crushit In business, you have to take risks. Who has heard the phrase “fortune favors the bold?” Think back over the past few decades and ask yourself, who got notoriety (and made more money) for hitting the advertising mark-whether you liked/agreed with them or not? Think controversy. Big name music artists taking major risks with anti-establishment content in their lyrics or music videos. Well, why can’t tech companies do the same?   https://lnkd.in/gmnWYyi8 

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As I completed a year this month with Athflex, I've learned several valuable lessons on this journey: 1) Great leadership is crucial for any brand's growth, but so is the team you hire. If their visions don’t align with yours, no matter how hard you try to bring new ideas, it just won't work. 2) Be ready to do everything in the business, from packaging to creating, selecting, and sometimes even delivering. When you are aware of all the sectors, no one or nothing can fool you. 3) You cannot be a boss but only a good leader if you want yourself and the team to grow. 4) If the team doesn't challenge you and always says yes to all your decisions and words, it's time to reflect and understand why they are afraid and unable to speak up. 5) Steady progress is good, but being too slow can kill momentum. Cheers to more years of learning and growing! #smallbusiness #leadership #lessons #challenges

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A reflection on my favorite project at 686 🤝 It's not often when you earn the responsibility to reposition an apparel brand - fortunately I found myself leading 686's apparel business back into a core-outdoor focused brand. I'm stoked by the experience and proud of how the campaign, "Make Every Day An Adventure" turned out. In January of 2024 Paige Smith and I decided to tackle our biggest challenge head on - a clear identity and vision of 686 Technical Apparel. Through months of taking inventory on what was working, what consumers responded to, and internal discussions of what was perceived as the purpose and vision of the apparel business we were able to begin redefining why 686 Technical Apparel exists, and who it's intended for while ensuring to find real differentiation in brand positioning in a competitive outdoor apparel market. What was created was an 18 slide brand deck, a campaign shoot deck, clear definition behind our tagline "Make Every Day An Adventure", website navigation redesign, updated PDP layouts, updated PCP layouts, hero brand video, UGC content, updated in-studio PDP imagery, and a suite of ads to use for the summer ahead. You're probably wondering how Paige and I created the sauce so here are the spark notes: - Defined 4 signals (feelings, emotions, thoughts) consumers would receive if you saw our product in the wild being worn. This exercise helps understand the perception of the the brand to an identity that already exists. Yes we built in signals that are aspirational for where we want to go. - Updated our "we are" and "we are not" attributes. Defining attributes is a great exercise to personify your brand and imagine them as a living person. Understand their characteristics, quirks, etc. - Created 4 unique (differentiated amongst competitors) marketing pillars for the organization to use as a guideline for literally everything we do. Immensely helpful for future campaigns, new product releases, or daily refreshers on what makes our brand unique. To use these pillars effectively consider them as filters for which any and all ideas, products, shoots, copy, literally anything you do, need to pass through in order to give it the good ole check mark. - A written and visual definition of our art direction guidelines for 2024 consisting of do's and don'ts to refine our visual identity focus. We allocated ideal percentages to each of these to ensure we achieved the right mix of content. If you've made it this far, I'm stoked to have had your attention! Want to better understand the process of running a rebrand and how to activate it? DM me and let's talk shop! Oh, and YES, the campaign is having a positive impact on the business 🤘 Landing Page: https://lnkd.in/gGusJZUX Brand Video: https://lnkd.in/gjtvsMbp Graphics & Visuals: Paige Smith Content Planning: Andrew Sayer Photography: Erik Hoffman #Branding #Leadership #Marketing #Campaigns #Apparel #BrandMarketing #DTC #Storytelling

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Let's be real, most activewear brands are about as deep as a puddle. But then there's Rhone. They're not just in it for a fat check. They've got a mission to create activewear with some real substance. For Ben Checketts, Rhone's Creative Director and Co-Founder, making clothes is just the beginning. He and his team are diving headfirst into the heavy stuff - like men's mental health. And they're not just paying lip service. They're making it a core part of their brand’s DNA. By fusing mental and physical fitness, Rhone is giving guys a space to get real, share their stories, and tackle mental well-being in a fresh way. With raw storytelling and carefully crafted experiences, Rhone is taking a stance and not just sitting on the sidelines. They're showing the world that mental gains are every bit as vital as the ones you bust your ass for in the gym. With all these trend-chasing brands today, Rhone is standing out by standing for something that actually matters. Hear more of Ben’s story and the values guiding Rhone on our newest episode at openfortunemagazine.com.

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Since the launch of Kizik's Motion is Magic brand platform, I've been asking myself one big question... How do I operationalize our brand in my sphere of influence? It is easy to change the look and feel of work product - but greatness for Kizik is our brand values influencing the decisions we make. Denise Yohn's book "What Great Brands Do" is giving me compelling clues, but tell me.... How is your brand more than just advertising? How does your brand inform what you do (not just what you say you are)?

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They say feedback is a gift, but that doesn’t mean it isn’t hard to receive. When I first started at Nike, the idea of receiving feedback caused me stress. I would want to wait to share until things felt perfect before seeking input. That all changed thanks in large part to the approach of my teammate, Tony Hellberg. Tony and I worked alongside each other during my first position at Nike. Tony is a creative mastermind, and it is his process that is so unique. Tony loves to share outwardly work and thoughts that are in-progress, imperfect, directional. He shares in a way that seems to seek feedback. He wants you to tell him why you love it or why you think it’s off. That safe feedback zone gives Tony input that lets him make work better. Tony’d play it back to the teammate, “So you’re saying _____.” I saw him do this with others, I felt it when he did this with me. When he’d leave the conversation with notes it was like a push forward towards our vision, not a barrier he was facing. And Tony’s openness brought us all together. What a masterclass I observed and have changed to this day. I love to put thoughts on the wall without fear of where they go, and I owe a lot of that to Tony. Tony, I appreciate you and I know so many others do as well. #ThankfulThursday #Leadership #Feedback

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BOOM!! Now, this is the next level in eCommerce. 💸 Million Dollar TikTok Shop Success! 💸 In a world where brands constantly seek new retail media to capture more market share, you're already behind if you’re not using TikTok! Stormi Steele, founder of Canvas Beauty, hit $1 million in sales on TikTok Shop in just one day! This amazing achievement shows the power of social media and intelligent marketing. Key takeaways from Steele’s success: ✨ Authentic Storytelling: Connect with your audience by sharing your story. 📱 Leverage Social Media: Use platforms like TikTok to engage directly with customers. 💪 Resilience: Stay adaptable and focused through challenges. 🌐 Community Building: Turn customers into brand advocates. As TikTok Shop rises, it’s becoming a serious contender to Amazon’s e-commerce dominance. The future of online shopping is evolving, and it's crucial to stay ahead of the curve. #Ecommerce #TikTokMarketing #Entrepreneurship #Inspiration #OmniCommerce #AmazonFBA

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In March of this year, the newswires and LinkedIn became aglow from an announcement about a company eliminating the CMO role (Starbucks). I’ve seen this headline attached to a couple of other major global brands in recent years as well. As expected, those to quickly defend the role were those who share the title. And I get it. Marketing is often not well understood in its complexities and is more often than not the first function to receive deep cuts during a RIF. 
I take a slightly different view of things. Rather than defend the marketing function in a blanket manner, it’s on me to educate its ever-changing landscape to my counterparts and leaders. It’s on me to point out the direct and indirect implications a potential RIF in marketing will have on revenue. Because we’ve had to get used to singing for our supper over the years, the CMO role in particular has become incredibly self-promoting. Similarly to an agency’s quests to win awards, CMOs feel driven to build their own individual brand. Speaking engagements focused on self rather than expertise or key learnings, podcast appearances with a similar bend, “Top” lists, etc. etc.. 
This, I could do with less of, personally. I understand it, but it doesn’t make me want to learn more about a person who only shines the light on themselves. Show me what your team did, how they drove success. That’s a direct reflection of your leadership. The challenges you collectively encountered and the things you learned. If you’re the kind of leader who lifts others up, I want to know more about you. 
Of all of the pieces I saw written about the subject in late March, Kristina Monllos impressed me the most. It’s a really fair and balanced assessment of just how layered Marketing as a function has become and what leaders in its top role must deliver on. I encourage everyone to read it. Regardless if you think it impacts you directly or not, it absolutely impacts all organizations. https://lnkd.in/gZ7hqNvM

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Remember the dreaded beauty counter experience? Harsh lighting, a sea of unfamiliar products, and the pressure to find the "perfect" shade – it was enough to make anyone break a sweat (and maybe a few makeup testers). Thankfully, Sephora, the beauty industry's tech-savvy leader, has brought the revolution we've all been waiting for: the Virtual Artist app. The Secret Weapon: Augmented Reality Makes Makeup Magical Sephora's Virtual Artist app isn't your average shopping tool. It leverages the power of augmented reality (AR) to transform your beauty shopping experience: Try Before You Buy (Virtually): Ditch the testers and messy samples! This innovative app lets you virtually try on makeup products in real-time. Like a lipstick shade? See how it looks on your skin tone instantly. Eyeing a new eyeshadow palette? Apply it virtually to see if it complements your eye color. It's like having your own personal makeup artist, helping you find the perfect look without the guesswork. Personalized Picks for Your Perfect Palette: The app goes beyond just virtual try-on. It analyzes your preferences and past purchases to offer personalized product recommendations. No more wandering aisles, wondering if a product will suit your style. Sephora's Virtual Artist tailors suggestions to your unique needs, making the shopping experience a breeze. The Results: A Beauty Tech Boom Sephora's innovative approach is a beauty game-changer, and the stats prove it: Sales Soar Online: By offering a more personalized and interactive shopping experience, Sephora has seen a 15% increase in online sales. Customers feel more confident in their purchases, leading to happier shoppers (and fuller shopping carts!). Engagement on Fleek: AR technology creates a fun and interactive experience, boosting customer engagement and brand loyalty. Who wouldn't love virtually trying on makeup before buying? A Leader in Digital Beauty: Sephora's integration of AR technology demonstrates their commitment to digital innovation. They're not just a beauty brand; they're pioneers, shaping the future of the beauty industry. Inspired by Sephora's Virtual Makeover Magic? Sephora's story showcases the power of combining personalization and interactive tools to enhance customer experience and drive sales. But how can you translate this success to your own business? The key is to embrace innovative technologies, personalize the customer journey, and prioritize interactivity. Ready to Transform Your Brand's Customer Experience? Head over to our YouTube channel, Digital Insights Nexus [https://lnkd.in/gkF7NiWT]. We explore case studies like Sephora's and share actionable tips to develop a digital strategy that will make your brand a leader in customer engagement. So, subscribe today and join our community of marketing innovators! Let's turn your brand into the future of customer experience.

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So far this year we've had 3 really exceptional GGG brands close their doors: Waymark Gear Co, Bushka's Kitchen, and Appalachian Gear Co. Each was well-respected, each had beloved products in the ultralight space, and each was trying to navigate the very real challenges associated with scaling. While I don't know all the specific nuances of their individual situations, transitioning from cottage startup to growing small business is tough. It requires a totally different skill set, a totally different set of objectives, and a very different set of risks. It's not just you in your basement, it's staffing, big invoices, and an ever-growing overhead. Running a small business requires constant evolution. The ability to ask yourself daily, "what does my business need from me today?" It requires you to grow alongside your company, know when to ask for help, and know when to step up and when to step back. Starting a business is hard, but I think scaling is arguably harder. To each of these three brands, know that you are missed ❤️

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"Control your expenses better than your competition. This is where you can always find the competitive advantage." Sam Walton. So why are you shocked by SHEIN? I mentioned the threat of this brand at a talk two weeks ago. It is a company that is managing everything and leading with AI and data. Now, let me shock you instead. Major retailers with operations and supply chain channels in Asia could move their operations there. Why not? The issue with consumers in the Western World is that more and more are falling economically behind. A retailer that offers fashion or other products at lower prices wins the game. If operating out of Asia can improve sales and profits and provide consumers with better finances in the long term, why not? However, that means that the future of stores may be showrooms and minimal inventory and staffing. Yes, e-commerce would grow again. You may say never because that's what we want to believe or have been trained to believe. I would say we have to explore it because there are advantages that cannot be dismissed. I have to throw this in. It's just like AI and EVs; you may say never to either or both, but when they stop making ICEs, and businesses can't do without AI, what choices do you have? #SHEIN is telling us there is another way to compete. Let's listen a little closer. #retailing #strategy #ceo #technology #ecommerce

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Suddenly people talking about the milkmaid dress I predicted 8 weeks ago They’re talking about it b/c it has since gone viral The secret to social commerce & cultural relevance in general is to catch it on the way up – that way you can lead the conversation + commerce The #dupes are insane - from SHEIN, Temu, Amazon, + TikTok Shop Mass fashion always late to market can't participate in the frenzy... See America's historic glut of unsold inventory + stockouts If a brand has it in work right now it had better be of much better value It's got to feel as lux as the House of CB original but accessibly priced Improving the quality of $9 dresses not meant to be kept for life is THE opportunity People don't want to wear trash, but it's the only option to be on trend unfortunately But if you want to be 1st to what #cottagecore + #coquetteaestheic communities want right now b/c you can capture more market share I’d actually look to the Seren Vintage Floral Lace Back Maxi B/c it’s the House of CB's #1 selling style today Oh and look at this, their recent TikTok w/the dress was favorited 54K times Seems related In general, if I were creating C2M shops – I’d just take the best sellers from brands like SKIMS, lululemon, Alo Yoga etc & create an entire super dupe assortment lol Walmart & Costco Wholesale are going viral (for the 1st time EVER btw) for their under $15 dupes People are thrilled to participate b/c they follow the trends but have been priced out until TT made it acceptable & downright fiscally responsible to wear dupes My assortment would include the Alo high-waist airlift legging b/c it generated almost $1M in sales last month but it retails for $128 & that’s just too much for people esp when it costs $20 to make + ship!!! I would pair it w/Skims flex bra that sold $500k in May And Lululemon’s hottyhot short which generated a staggering $1.9M in the last 30 days! Oh and 1M+ people are searching for their scuba 1/2 zip right now too NONE of them can chase back into their own product quickly - sooo many middle manager box checkers in the way But their suppliers can & will soon You've got to visualize the entire market's data instantly & find the next "IT" thing on the way up - bc the algorithm stops serving the content once a trend is declining TikTok was just the start AI will transform the world Forward-thinking corporations that adapt a data-driven, real-time paradigm will leave competitors behind But AI has to be designed around the current zeitgeist, b/c conversations that once dominated culture for months now only last 14 days The only way for a brand to stay top of mind is to increase engagement through a CONSTANT stream of relevant, timely content, for the right communities Content is the product Brands making this shift and relinquishing control will win First they need some real time data :) #thegreatfashionreset #creatoreconomy #c2m #communitycommerce #contentistheproduct #tiktokisthestore

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Over 7 million people have used the flower language filter this week on TikTok When was the last time a mass fashion brand got 7 million people to participate in anything in a week? If I were in the flower business, I would hop on this trend today just in time for Mother’s Day because it's the most authentic trend there is to sell your adjacent product It's just the right time too b/c trends peak by day 14 and usually go into sharp decline by day 18 Because the zeitgeist wants to move on to the next fun thing to do Speaking of real time and not fun trends: Meta rolled out 3 new paid verification tiers yesterday: "plus" plan at $44.99 per month "premium" plan at $119.99 "max" plan at $349.99 Meta may offer paid visibility boosts, but no amount of spend can manufacture the authentic virality that TikTok facilitates In fact the more #paidad it seems the less people want to watch it Take it from consumer turned creator shopitordropitmama, your self proclaimed TikTok Shop bestie... She's never been verified or sponsored by a brand because she only posted her first video ever at the end of March lool Yet here she is with the #1 video on TikTok today sharing her Mother's Day wishes (data in comments) 25k daily shares just from being a real mama Yet the filter challenge where a staggering 7M people mobilized in a week to spread joy is not happening on Reels at all.... It's TikTok's unbeatable algorithm that holds the true power to transform random trends into cultural phenomena that move product A reminder that within just 6 months of launching TikTok Shop it accounted for a staggering 68% of all social commerce purchases Compare that to Instagram and Facebook's combined measly 1% share It's clear you can't pay for that kind of organic shopping influence - you've tried for 2 decades... You can’t pay to be relevant or get people to participate TikTok excels at presenting you with what you love and what you urgently want to share No matter how much Meta charges to help make a brand relevant, the real value lies in creating content that resonates with your communities organically Trends take off b/c of strong discovery algorithms that understand what users truly engage with You have to know how to analyze data to understand what people enjoy watching, sharing, and engaging with online because like it or not that's how commerce works now Paying for max reach isn't going to enable you to tap into the cultural zeitgeist if you A. can't find the conversation and B. can't execute in real time Speaking human really well matters way more than speaking ad #thegreatfashionreset #creatoreconomy #communitycommerce #contentistheproduct #tiktokisthestore

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One of the most fun categories to work on involves vehicles performing amazing feats of derring-do! Toy Stories Chapter 13: Tyco RC Feature Vehicles! Kudos to the brilliant creative minds behind my 3 favorite RC toys: Joseph Moll, Vlad Leonov, carmen ezzio, David Bowen and many others! Shell Shocker!: I had just taken over as GM of the Tyco RC group. Half of the team had just moved from Philly to LA, and most of their time had been allocated to packing up, so the fall line was missing its TV driver. Joe Moll led a brainstorm that included a ball that transformed into RC vehicle, but mechanically it was not quite yet viable, and visually & thematically it needed more. Our mechanical genius, Vlad Leonov, then created a rotating panel transformation that also delivered multi-terrain propulsion! Designer Dave Bowen then gave it an Alien-like monster look and added a tail for balance. It was a cool toy and a big hit at the fall toy show. A great first joint effort by the newly formed team, that won Boys Toy of the Year at the following year’s TIA TOTY’s at New York Toy Fair. Alas, I was not at the ceremony to accept the award, as my twin girls elected to be born a bit earlier than expected. It’s OK, I forgive them…sort of. Terrain Twister!: This all-surface RC was already in production by the time I came on board, so but Vlad Leonov told me that he created the prototype and it sat on his shelf for 10 years, before it was submitted into child testing, where it dazzled kids just as it would in market. Once in production, we had a big argument with management over the media plan. Our President said that sales in early fall wouldn’t justify a September flight. I argued that we would be advertising early to get re-orders for a big late push. Surprisingly, he agreed, we got the media, we got the reorders, and Terrain Twister was the #1 feature RC that year. So popular, in fact, that when I went to Hong Kong Toy Fair the following January, Chinese companies had already knocked it off and were pitching it (to me! Weird!), often even keeping the original name. NSECT!: We knew following up our hit Shell Shocker was going to be tough, so I asked Vlad Leonov for something robotic, which was coming trend. He showed me a cool bug-walking mechanism that was creepily lifelike. I loved It! But it needed more….Just then, Ken Ong sent into my office an RC car driven with the aid of a camera with can of silly string pointed right at me. What a scary feeling! Who was doing this?! We added the camera and silly string to the walking mechanism and the first NSECT was born. Later, we cost-reduced out the camera, and kid-testing told us they preferred darts over silly string. That was fine with me, and Carmen Ezzio did a fantastic job presenting at NYTF, firing the darts so that they would hit and stick on the news camera lens! We added the pincers in front because I always wanted a robot that could bring me a Diet Coke, and I KNEW I wasn’t alone on that! #mattel #tycorc

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A BRAND that ends with the DOOMSDAY... 🌚 Or in easier words, a BRAND as great as Nike... If you want to build such a BRAND... You can't do that by just selling products. You've got to have a bigger vision and mission. One great and relevant example for this is Liquid Death. 💚 𝙏𝙝𝙚𝙞𝙧 𝙗𝙞𝙜𝙜𝙚𝙧 𝙫𝙞𝙨𝙞𝙤𝙣 𝙖𝙣𝙙 𝙝𝙞𝙜𝙝𝙚𝙧 𝙢𝙞𝙨𝙨𝙞𝙤𝙣 𝙞𝙨: DEATH TO PLASTIC 💚 We all know what plastic is doing to our planet so it's undoubtedly a great great great cause. And they are doing just right with it 😉 Check out this ad (has millions of views), it says it all... #creativestrategy #ecommerce #advertising

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