868 Aimee Dudum: Co-Founder of VICI Collection

On today’s episode, we welcome Aimee Dudum Colorado, Co-Founder and Chief Merchandising & Marketing Officer of VICI Collection, one of the leading direct-to-consumer fashion brands to emerge from the Bay Area. Since launching in 2012, VICI has grown from a small startup into a highly loyal fashion destination known for its daily drop model, trend-driven assortments, and deep connection to its customer.
In this episode, Aimee shares the story behind VICI’s growth, the early decisions that helped differentiate the brand, and how she recognized the power of social commerce and influencer marketing before many others in fashion retail. We discuss the evolution of consumer behavior, the strategy behind VICI’s daily drop model, and what it takes to build loyalty in one of the most competitive categories in consumer products. Aimee also opens up about balancing creativity with data, how her leadership style has evolved as the company has grown, and the opportunities she sees ahead for fashion, technology, and retail innovation.
Whether you're building a consumer brand, leading a growing business, or fascinated by the future of retail, this conversation is packed with insights on staying close to your customer, scaling thoughtfully, and building a brand people genuinely love.

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To learn more about Aimee Dudum and VICI Collection:
https://www.vicicollection.com/
https://www.instagram.com/vicicollection/
https://www.instagram.com/aimeedudum/
https://www.linkedin.com/in/aimee-dudum-colorado-a0a4a3135/