Loose Threads Letters

A new series of open letters that present ideas for companies across the rapidly changing consumer economy to improve their businesses.

Dear Rockets of Awesome: One Thing I Would Do


Rockets of Awesome has made shopping for kids a fun, engaging activity for the entire family. Though customers can order à la carte, the bulk of your business and customer relationships come from subscribers who receive four boxes a year. Moving…

Dear The RealReal: One Thing I Would Do


With The RealReal’s network of more than 8 million members, shoppers increasingly go to you to purchase high-end consignment items. Driving your mission to extend the lifeline of luxury clothes and accessories, you connect customers with…

Dear Ulta Beauty: One Thing I Would Do


Ulta continues to expand its brand selection, often testing new brands online or at a small number of brick-and-mortar locations first, before scaling the offering. This worked wonders for MAC Cosmetics—Ulta’s most successful ecommerce launch…

Dear Fenty Beauty: One Thing I Would Do


Fenty sprung onto the scene seemingly out of nowhere—a brand built on inclusivity, with an unprecedentedly wide assortment of SKUs for people of all different skin colors. Filling this long-time void in the market, Rihanna and your team created one…

Dear GREATS: One Thing I Would Do


While GREATS is very much a blank canvas, both in terms of the products and the brand, it’s less clear how this can serve new and existing customers—how they can make this blank canvas their own. Bridging this gap will help the brand grow in more…

Dear Pop & Suki: One Thing I Would Do


When Pop & Suki launched in the fall of 2016, it entered a category where shoppers already had plenty of options. But your product releases took a different direction, prioritizing individuality and personalization, rather than cookie-cutter items,…

Dear Entireworld: One Thing I Would Do


Building a traditional basics brand today is a somewhat futile quest, riddled with endless products and price deflation. The way to make it work, then, is to build a basics brand by not building a basics brand. The current manifestation of…

Dear Reformation: One Thing I Would Do


It’s been exciting to watch Reformation’s rise, which has proved that high-quality, tasteful clothing can be made and marketed with sustainability at the forefront. Few companies can claim this, let alone at Reformation’s scale. But what comes next?…

Dear Walmart & Jet: One Thing I Would Do


As the battle with Amazon continues to heat up, Walmart has the best chance to play offense in categories where Amazon either isn’t focused or isn’t succeeding. While both companies are competing heavily in the private label world, Amazon continues…