The T-Shirt Brand Trying to Break the DTC Curse

How Fashion Execs Talk About AI; Luxury Brands Shift China Strategies ~/AAAHagA~/RgRmtvgAP0SLaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzEwMDgyMyZ1dG1fY29udGVudD1ib2ZfbG9nb1cFc3BjZXVCCmTSAHPUZD9b7pFSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~ ADVERTISEMENT ~/AAAHagA~/RgRmtvgAP0SYaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL21hc3RlcmNsYXNzZXMvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV9jb250ZW50PWFkX3Nsb3RXBXNwY2V1Qgpk0gBz1GQ_W-6RUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~ WHAT YOU NEED TO KNOW TODAY: THURSDAY, AUGUST 10, 2023 - The DTC strategy of [pursuing rapid growth with a basic product](~/AAAHagA~/RgRmtvgAP0TGaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL2RpcmVjdC10by1jb25zdW1lci90c2hpcnQtYnJhbmQtYnJlYWtzLXRoZS1kdGMtY3Vyc2UvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV9jb250ZW50PWludHJvVwVzcGNldUIKZNIAc9RkP1vukVIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) is still working for some brands, including t-shirt seller True Classic. - Fashion [executives are talking far more about artificial intelligence](~/AAAHagA~/RgRmtvgAP0TFaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL3RlY2hub2xvZ3kvZmFzaGlvbi1leGVjcy1jYW50LXN0b3AtdGFsa2luZy1hYm91dC1haS8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8xMDA4MjMmdXRtX2NvbnRlbnQ9aW50cm9XBXNwY2V1Qgpk0gBz1GQ_W-6RUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) in earnings calls, a BoF analysis finds. - As China’s recovery falters, [luxury brands are betting on](~/AAAHagA~/RgRmtvgAP0TdaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL2x1eHVyeS9jaGluYS1lY29ub21pYy1yZWNvdmVyeS1sdXh1cnktY29uc3VtZXJzLXJldGFpbC11cGdyYWRlcy10cmF2ZWwtaHVicy8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8xMDA4MjMmdXRtX2NvbnRlbnQ9aW50cm9XBXNwY2V1Qgpk0gBz1GQ_W-6RUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) store upgrades, tax-free shopping and “Very Important Client” strategies. - [Warby Parker grew sales in the second quarter,](~/AAAHagA~/RgRmtvgAP0TWaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL25ld3MvZGlyZWN0LXRvLWNvbnN1bWVyL3dhcmJ5LXBhcmtlci1zYWxlcy1hbmQtcHJvZml0cy1ncm93LWluLXNlY29uZC1xdWFydGVyLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzEwMDgyMyZ1dG1fY29udGVudD1pbnRyb1cFc3BjZXVCCmTSAHPUZD9b7pFSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) even as it reduced online marketing. - Textile dye start-up [Nature Coatings has raised $2.45 million](~/AAAHagA~/RgRmtvgAP0TDaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL25ld3MvdG9waWNzL25hdHVyZS1jb2F0aW5ncy1zZWN1cmVzLTI0NS1taWxsaW9uLWludmVzdG1lbnQvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV9jb250ZW50PWludHJvVwVzcGNldUIKZNIAc9RkP1vukVIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) from sustainability-focused venture firms and Leonardo DiCaprio. TOP STORIES [DIRECT-TO-CONSUMER](~/AAAHagA~/RgRmtvgAP0TRaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9kaXJlY3QtdG8tY29uc3VtZXI_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8xMDA4MjMmdXRtX3Rlcm09VEc3QjVNWkdZNURETEc1VkpKQ1hXRDNENzQmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzFfdG9waWNXBXNwY2V1Qgpk0gBz1GQ_W-6RUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [The Unassuming T-Shirt Brand Trying to Break the DTC Curse](~/AAAHagA~/RgRmtvgAP0T2aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL2RpcmVjdC10by1jb25zdW1lci90c2hpcnQtYnJhbmQtYnJlYWtzLXRoZS1kdGMtY3Vyc2UvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV90ZXJtPVRHN0I1TVpHWTVERExHNVZKSkNYV0QzRDc0JnV0bV9jb250ZW50PXRvcF9zdG9yeV8xX3RpdGxlVwVzcGNldUIKZNIAc9RkP1vukVIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) By Malique Morris ~/AAAHagA~/RgRmtvgAP0T2aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL2RpcmVjdC10by1jb25zdW1lci90c2hpcnQtYnJhbmQtYnJlYWtzLXRoZS1kdGMtY3Vyc2UvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV90ZXJtPVRHN0I1TVpHWTVERExHNVZKSkNYV0QzRDc0JnV0bV9jb250ZW50PXRvcF9zdG9yeV8xX2ltYWdlVwVzcGNldUIKZNIAc9RkP1vukVIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk [True Classic has emerged from a sea of men’s brands promising the perfect t-shirt, managing to build a big audience without bleeding cash.](~/AAAHagA~/RgRmtvgAP0T0aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL2RpcmVjdC10by1jb25zdW1lci90c2hpcnQtYnJhbmQtYnJlYWtzLXRoZS1kdGMtY3Vyc2UvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV90ZXJtPVRHN0I1TVpHWTVERExHNVZKSkNYV0QzRDc0JnV0bV9jb250ZW50PXRvcF9zdG9yeV8xX2Rla1cFc3BjZXVCCmTSAHPUZD9b7pFSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [READ MORE](~/AAAHagA~/RgRmtvgAP0T0aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL2RpcmVjdC10by1jb25zdW1lci90c2hpcnQtYnJhbmQtYnJlYWtzLXRoZS1kdGMtY3Vyc2UvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV90ZXJtPVRHN0I1TVpHWTVERExHNVZKSkNYV0QzRDc0JnV0bV9jb250ZW50PXRvcF9zdG9yeV8xX2N0YVcFc3BjZXVCCmTSAHPUZD9b7pFSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [TECHNOLOGY](~/AAAHagA~/RgRmtvgAP0TJaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy90ZWNobm9sb2d5P3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV90ZXJtPURPTVNZSVpGNlpGQUJLMkE2TE5MVExEVEE0JnV0bV9jb250ZW50PXRvcF9zdG9yeV8yX3RvcGljVwVzcGNldUIKZNIAc9RkP1vukVIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) [Fashion Execs Can’t Stop Talking About AI](~/AAAHagA~/RgRmtvgAP0T1aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL3RlY2hub2xvZ3kvZmFzaGlvbi1leGVjcy1jYW50LXN0b3AtdGFsa2luZy1hYm91dC1haS8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8xMDA4MjMmdXRtX3Rlcm09RE9NU1lJWkY2WkZBQksyQTZMTkxUTERUQTQmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzJfdGl0bGVXBXNwY2V1Qgpk0gBz1GQ_W-6RUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) By Marc Bain ~/AAAHagA~/RgRmtvgAP0T1aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL3RlY2hub2xvZ3kvZmFzaGlvbi1leGVjcy1jYW50LXN0b3AtdGFsa2luZy1hYm91dC1haS8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8xMDA4MjMmdXRtX3Rlcm09RE9NU1lJWkY2WkZBQksyQTZMTkxUTERUQTQmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzJfaW1hZ2VXBXNwY2V1Qgpk0gBz1GQ_W-6RUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~ [Executives have been highlighting the technology more often on earnings calls, suggesting more businesses are adopting it — and maybe giving it a shoutout to impress investors.](~/AAAHagA~/RgRmtvgAP0TzaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL3RlY2hub2xvZ3kvZmFzaGlvbi1leGVjcy1jYW50LXN0b3AtdGFsa2luZy1hYm91dC1haS8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8xMDA4MjMmdXRtX3Rlcm09RE9NU1lJWkY2WkZBQksyQTZMTkxUTERUQTQmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzJfZGVrVwVzcGNldUIKZNIAc9RkP1vukVIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) [READ MORE](~/AAAHagA~/RgRmtvgAP0TzaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL3RlY2hub2xvZ3kvZmFzaGlvbi1leGVjcy1jYW50LXN0b3AtdGFsa2luZy1hYm91dC1haS8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8xMDA4MjMmdXRtX3Rlcm09RE9NU1lJWkY2WkZBQksyQTZMTkxUTERUQTQmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzJfY3RhVwVzcGNldUIKZNIAc9RkP1vukVIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) [LUXURY](~/AAAHagA~/RgRmtvgAP0TFaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9sdXh1cnk_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8xMDA4MjMmdXRtX3Rlcm09UDRITE1GQU5QWkdDM0JMM0ZKSkE1V0ZUNjQmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzNfdG9waWNXBXNwY2V1Qgpk0gBz1GQ_W-6RUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [How to Tap China’s Luxury Market As Recovery Falters](~/AAAHagA~/RgRmtvgAP4QNAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9sdXh1cnkvY2hpbmEtZWNvbm9taWMtcmVjb3ZlcnktbHV4dXJ5LWNvbnN1bWVycy1yZXRhaWwtdXBncmFkZXMtdHJhdmVsLWh1YnMvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV90ZXJtPVA0SExNRkFOUFpHQzNCTDNGSkpBNVdGVDY0JnV0bV9jb250ZW50PXRvcF9zdG9yeV8zX3RpdGxlVwVzcGNldUIKZNIAc9RkP1vukVIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) By Pierre Mallevays ~/AAAHagA~/RgRmtvgAP4QNAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9sdXh1cnkvY2hpbmEtZWNvbm9taWMtcmVjb3ZlcnktbHV4dXJ5LWNvbnN1bWVycy1yZXRhaWwtdXBncmFkZXMtdHJhdmVsLWh1YnMvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV90ZXJtPVA0SExNRkFOUFpHQzNCTDNGSkpBNVdGVDY0JnV0bV9jb250ZW50PXRvcF9zdG9yeV8zX2ltYWdlVwVzcGNldUIKZNIAc9RkP1vukVIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk [Amid macroeconomic headwinds, luxury brands are betting on store upgrades, tax-free shopping and ‘Very Important Client’ strategies to drive sales in China, writes Pierre Mallevays.](~/AAAHagA~/RgRmtvgAP4QLAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9sdXh1cnkvY2hpbmEtZWNvbm9taWMtcmVjb3ZlcnktbHV4dXJ5LWNvbnN1bWVycy1yZXRhaWwtdXBncmFkZXMtdHJhdmVsLWh1YnMvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV90ZXJtPVA0SExNRkFOUFpHQzNCTDNGSkpBNVdGVDY0JnV0bV9jb250ZW50PXRvcF9zdG9yeV8zX2Rla1cFc3BjZXVCCmTSAHPUZD9b7pFSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [READ MORE](~/AAAHagA~/RgRmtvgAP4QLAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9sdXh1cnkvY2hpbmEtZWNvbm9taWMtcmVjb3ZlcnktbHV4dXJ5LWNvbnN1bWVycy1yZXRhaWwtdXBncmFkZXMtdHJhdmVsLWh1YnMvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV90ZXJtPVA0SExNRkFOUFpHQzNCTDNGSkpBNVdGVDY0JnV0bV9jb250ZW50PXRvcF9zdG9yeV8zX2N0YVcFc3BjZXVCCmTSAHPUZD9b7pFSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [BoF PROFESSIONAL Join now and enjoy your first 30 days for just $/£/€1](~/AAAHagA~/RgRmtvgAP0SoaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL21lbWJlcnNoaXBzL3BhY2thZ2VzP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV9jb250ZW50PWJvZnByb19tb2R1bGVfY3RhVwVzcGNldUIKZNIAc9RkP1vukVIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) [START TRIAL](~/AAAHagA~/RgRmtvgAP0SoaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL21lbWJlcnNoaXBzL3BhY2thZ2VzP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMTAwODIzJnV0bV9jb250ZW50PWJvZnByb19tb2R1bGVfY3RhVwVzcGNldUIKZNIAc9RkP1vukVIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) NEWS BRIEFS - [Resale Sites Inch Closer to 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