In case you missed it, last week we hosted a webinar with Women’s Wear Daily, featuring a top executive at world-renowned denim brand Citizens of Humanity. Our speaker from Citizens of Humanity was Mario Barroi, the COO of International at the brand. A thoughtful executive with extensive experience in global operations for e-commerce, Mario was a senior member of the luxury goods practice at Bain & Company for over a decade prior to working at the fashion brand. In his discussion of Citizens of Humanity’s international expansion approach, Mario presented a number insights into the challenges of cross-border commerce, along with how brands should think about commerce as a holistic strategy.
Established in 2003, Citizens of Humanity LLC has been a leader within the denim market with a focus on creating high quality, covetable products across its brands: Citizens of Humanity, AGOLDE and Goldsign. Based in Los Angeles, this vertically-integrated premium denim company designs, develops and distributes its brands with top retail and e -commerce partners worldwide. The brand became quickly popular with influencers and celebrities alike, building a strong social following extending across the globe. Traffic to their website from international sources steadily increased, along with their global wholesale business. In particular, they saw tremendous opportunity within the luxury market in the EU, but they were looking further afield as well, seeing potential in Asia and LATAM.
Prior to working with Flow, Citizens of Humanity had already developed a strong presence in the U.K., but with a small, nimble team in place, the team realized they needed a more sophisticated approach to entering and expanding into continental Europe. One of the main benefits they found with Flow’s Console was speed to market: it would have taken them too long to grow in their target countries, and with Flow they could move at the pace they needed to grow their business and meet their goals. Creating consistency across their price books was another area where they saw value leveraging Flow’s technology. There were a number of other hurdles impeding progress, too, that Flow was uniquely capable of solving. With international business doubling each year, the company saw an opportunity for having international sales contribute over 50% of their total business, and there was no time to lose. Their results exceeded expectations. Watch the webinar to learn more about the outcomes the brand is seeing, and their projections for the future with global commerce.
Adding color and additional data to the discussion was Flow CEO and co-founder Rob Keve. A leader and visionary in retail-tech, Rob previously founded start-up Fizzback (since acquired by NICE systems), which provides customer experience analytics. Drawing from his extensive experience as an entrepreneur, Rob presented insights into the overall e-commerce market, predictions for the future, and results of major brands utilizing Flow’s modern, modular technology.
A case study of a fast-growing brand, the presentation took the form of an engaging conversation between two experts in cross-border e-commerce. We urge you to take a look and listen since we know brands with global aspirations can learn a thing or two to help them tackle the growing international opportunity in 2021.