Page 65 - Export Magazine

REPOR T
INSIGhTS oN ALIGNING BRAND
IDeNTITy wITh DISTRIBuTIoN
CHANNEL & OPTIMIZING OMNICHANNELS
“there is only one way
to expand your business
internationally successfully:
having the right connections,
investing in the right tools, and
knowing what your brand is the
best at, versus your competitors.”
- Catherine Cochaud, CC8 International
Both Gina Jacoby-Clements and Taylor Barry, co-founders of
BRAND UNCOVER (an intentionally curated community of indie
beauty & wellness brands) have commented on the demands
brands have to face (current consumer preferences, online
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gINA jACOby-CLEmENtS
cHiEf inspiration officEr
REVENUE OF INSPIRATION
co-foUnDEr
BRAND UNCOVER
marketplace and/or brick & mortar
readiness) in order to launch in the USA.
Gina Jacoby-Clements explains why,
in her view, expanding into the United
States can be such a major undertaking
for emerging brands: “The country is so
big, it’s almost like there are five countries
built into one. It’s important to work with
someone that has a level of understanding
of this geographic landscape and can
help you work critically to ensure your
strategy aligns with that market.”
tAyLOR bARRy
foUnDEr & BranD BUiLDEr
THE BEAUTY ATELIER
co-foUnDEr
BRAND UNCOVER
Regarding distribution channels for Clean Beauty & Wellness
brands, Jacoby-Clements noted: “We see a lot of success with
the spa / resort destination spa / day spa channel. Not only
do they support a level of brand awareness, they also move
much faster than some retail channels. Some brands fit well in
apothecary grocery. These apothecaries are high end locations
that sell skincare, cosmetics, organic foods and support and
overall healthy lifestyle. They are very popular on both coasts
and in major cities. In addition to this, traditional retail, specialty,
mass, and e-commerce are all channels that win here in the U.S.
It all comes down to what fits the brand, what their end goal is,
and how they’ve positioned themselves.”
With a background in both prestige retail and brand building,
Taylor Barry explains why building an omnichannel operation
can be a key to success: “Building an omnichannel operation is
widely considered the key to scale and success. An influential
retailer can have a giant megaphone to help meet your
customer where they are and build trust. The customer does
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