Decoding the Digital Fashion Revolution with Tarek Müller of About You | re:COGs Podcast Episode #39

Decoding the Digital Fashion Revolution with Tarek Müller of About You

Join re:COGs Host Mike Gelb for an Insightful Dive into the World of Online Fashion Retail with About You‘s Visionary Co-Founder & Co-CEO

From teenage e-commerce whiz to trailblazing fashion mogul, Tarek Müller’s entrepreneurial journey is a masterclass in digital disruption. The brilliant mind behind About You, Tarek Müller, joins re:COGs host, Mike Gelb to share how his platform is rewriting the rules of online shopping, one personalized style suggestion at a time.  Tune in for an exclusive look at how About You is weaving together inspiration, innovation, and an unparalleled user experience to become Europe’s fastest-growing online fashion destination.

Tailoring Tech to Fashion: The About You Approach

About You isn’t just another e-commerce site – it’s a digital-style playground designed to replicate the joy of an offline shopping stroll. Tarek reveals how a potent blend of personalization, mobile-first UX, and fashion magazine-inspired content sets About You apart. With every click, the platform learns and adapts, serving up a bespoke “Mix of the Week” that keeps users engaged and eager for more. As Tarek puts it, About You isn’t just selling clothes; it’s curating a fashion journey.

Building Brand Partnerships and Predicting Trends

From household names like Nike and Tommy Hilfiger to up-and-coming labels, About You’s brand roster reads like a who’s who of fashion royalty. Tarek shares the secret to scoring these coveted partnerships and how About You leverages data to predict demand and optimize inventory. We also dive into the art of impulse buying and the unique challenges of merchandising in the digital age, where algorithms play matchmaker between products and people.

Scaling Globally and Spinning Off Solutions

As About You expands its footprint across Europe, Tarek unpacks the metrics that matter for sustainable growth. He shares hard-won wisdom on the path to profitability, from customer acquisition costs to payback periods, and why internationalization can be a startup’s secret weapon. We also explore About You’s savvy decision to spin off its e-commerce engine into a standalone SaaS business, positioning Tarek’s team as the Shopify of Europe.

Celebrity Clout and Influencer Impact

No fashion empire is complete without a little star power. Tarek dishes on About You’s buzzy celebrity collaborations, including blockbuster partnerships with Kendall Jenner, Katy Perry, and Millie Bobby Brown. Discover how these limited-edition drops boost brand heat while delivering the ultimate in personalization. Plus, hear how About You was ahead of the curve on influencer marketing, leveraging social media stars to drive engagement long before it was the norm.

Steering Through Headwinds and Supply Chain Storms

Even the most successful retailers aren’t immune to macro challenges. Tarek offers a candid look at navigating the supply chain crisis, from coping with skyrocketing freight costs to the perils of mistimed inventory arrivals. We close with a thought-provoking discussion on the true value of inventory and why agility is an entrepreneur’s greatest asset in times of volatility.

Whether you’re a fashion aficionado, e-commerce expert, or simply captivated by the art of building a global brand, this episode is a must-listen. Join Mike and Tarek as they unzip the secrets of About You’s meteoric rise and explore what it takes to build a fashion retail powerhouse from the ground up.

Listen In:

Listen in as Tarek shares his hard-earned insights on:

  • Crafting immersive, personalized shopping experiences
  • Harnessing data to decode consumer behavior and forecast trends
  • Strategically scaling through geographical expansion and tech spin-offs
  • Forging win-win partnerships with brands big and small
  • Harnessing celebrity star power to drive brand heat
  • Tackling supply chain disruption with agility and adaptability
  • Balancing growth and profitability in a dynamic market
  • The future of fashion e-commerce and the enduring power of inspiration

Listen to the Entire re:COGs Series:

Tune in to re:COGs, the podcast series that examines the essential aspects of inventory management, supply chain optimization, and operational excellence, all through a COGs-focused lens.

Hear business operators and thought leaders from growing consumer brands share their thoughts on product manufacturing.  Through inspiring stories and critical conversations with top experts across CPG, food, fashion, and other industries, listeners are treated to valuable insights and actionable advice that can be applied to any growing business as it scales up operations.

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