What separates brands that grow from those that stall? In this episode, growth marketing consultant Alex Greifeld shares why defining your ideal customer is the foundation of every successful fashion brand. Drawing on experience at FIT, Jones New York, Tibi, and Tapestry, Alex explains how leading brands balance creative instinct with real market data. From building a clear unique selling proposition to understanding customer acquisition costs, unit economics, and digital marketing, she offers a practical roadmap for founders looking to grow smarter. Alex also shares her approach to content creation, short-form video, and what unconventional brands like Brandy Melville can teach designers about standing out in a crowded market.
Key Takeaways:
• Know exactly who you're selling to — Clear customer definition drives every successful marketing decision.
• Growth starts with the numbers — CAC, unit economics, and positioning matter as much as great design.
• Content builds trust — Consistent, authentic storytelling is one of today's most powerful growth tools.
🎧 Listen now for actionable marketing strategies every handbag designer and fashion founder should know.
Our Guest:
Alex Greifeld is a fashion growth marketing consultant who helps brands scale through customer strategy, digital marketing, and content. With experience spanning FIT, Jones New York, Tibi, and Tapestry, she combines merchandising expertise with performance marketing to help fashion businesses build stronger brands and sustainable growth.
Host Emily Blumenthal is a handbag industry expert, author of Handbag Designer 101, and founder of The Handbag Awards. Known as the “Handbag Fairy Godmother,” Emily also teaches entrepreneurship at the Fashion Institute of Technology. She is dedicated to celebrating creativity, craftsmanship, and the art of building iconic handbag brands.
Find Handbag Designer 101 Merch, HBD101 Masterclass, one-on-one sessions, and opportunities to book Emily Blumenthal as a speaker at emilyblumenthal.com.
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