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 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…

Dear Netflix: One Thing I Would Do


As you continue to produce show after show and movie after movie, with hundreds more in the pipeline, you have an emerging opportunity that will not only grow Netflix revenue, but also deepen the relationship between your service and its…

Dear SSENSE: One Thing I Would Do


SSENSE is one of the top digital-first luxury retailers in the world. You’ve gotten there by putting aesthetics, simplicity and function at the forefront, creating a vision and experience that is built around the modern shopper. But SSENSE has the…

Dear Chubbies: One Thing I Would Do


Chubbies has, from the beginning, been all about the weekend. This focus has powered the brand’s success to date, creating a thriving cadre of men (and some women) who have strong and positive feelings about a company that makes short shorts. But as…

Dear Stitch Fix: One Thing I Would Do


Watching Stitch Fix scale, fueled by a modest amount of venture capital and a major dose of revenue, has been exciting—and rare. You’ve built a real business that merges the best of shopping, styling and personalization to solve actual customer…

Dear Glossier: One Thing I Would Do


In relationship terms, if most brands are parents, their customers are children—a relationship that, at its core, is one-sided. Glossier has cultivated a brand-customer relationship more like that of two friends on equal footing—a dialogue. The…