Balancing awareness and retention with Never Fully Dressed

On this episode we're joined by Lucy Aylen, Founder of Never Fully Dressed and Ellie Sykes, Creative Brand Manager. Lucy shares the story of starting in Spitafields Market in London, 12 years ago, to 2021 and beyond expansion into the Middle East. We talk the early days of living the product, the inspiration and message for the brand name, and how Never Fully Dressed seized its opportunity at a 2nd start. Finally we talk about the importance of the awareness stage of the marketing funnel, how that shifts as retention starts prioritize itself, and Ellie gives us the Klaviyo strategy of balancing just that, awareness and net new versus retention and customer loyalty.