Landing a Dillard's Wholesale Deal: Vici Collection's Aimee Dudum

Aimee Dudum Colorado is the Co-Founder and Chief Merchandising & Marketing Officer of VICI, a women's apparel brand based in California. VICI's mission is to be the go-to destination for accessible, on-trend fashion—helping customers explore their personal style for every day and every occasion.

Founded in 2012, VICI has grown into one of the leading DTC brands to emerge from the Bay Area, with a retail presence in Nashville.

Aimee has been deeply hands-on since day one and remains both product and customer obsessed. She stays closely connected to the VICI community—regularly engaging on social and responding directly to customer feedback.

She leads fashion buying and brand direction with a strong point of view on emerging trends, grounded in a deep understanding of the customer. Passionate about styling and outfitting, Aimee is focused on inspiring confidence and helping women feel their best for every moment.

Aimee lives in Alamo, California with her husband and four sons.

In This Conversation We Discuss:

• [00:00] Intro
• [01:02] Head-to-toe outfitting under $150
• [02:10] Founding VICI with her stepmom
• [03:45] Building a digital and social-first brand
• [04:48] When organic social started driving sales
• [05:11] Moving from phone orders to Shopify
• [05:58] Klaviyo
• [08:11] Why in-person shopping matters again
• [08:58] What separates growing brands from the rest
• [09:47] Leaving room in your playbook for moonshots
• [10:45] How high brand standards stalled TikTok
• [11:39] Flowium
• [12:25] You're not Coca-Cola, so make some noise
• [13:04] Launching in 60 Dillard's stores
• [14:13] How the Dillard's partnership came about
• [15:16] Choosing like-minded retail partners
• [15:53] Intelligems
• [17:32] The future of fashion ecommerce
• [18:23] AI-generated looks and shoppable bundles
• [18:59] Why VICI is selective about new AI tools
• [19:41] AR and the at-home dressing room
• [20:41] Balancing data with founder gut
• [21:25] Why leaders should read every review
• [22:30] Customer language is a free ad campaign
• [23:39] Keeping customer care in-house
• [24:29] Bring customer service into strategy talks
• [25:21] Influencer-driven product development
• [26:23] Where to find VICI
• [27:04] Final thoughts

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Empower personal style for any occasion vicicollection.com/ 
• Follow Aimee Dudum linkedin.com/in/aimee-dudum-colorado-a0a4a3135/ 
• Book a demo today at intelligems.io/ 
• Get your free demo klaviyo.com/honest 
• Book a free lifecycle diagnosis call flowium.com/

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