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Good morning,
Here’s what you’ll find in today’s DTC:
🤔 Where Is It Really Made?
Brands under fire for misleading "Made in America" claims.
🛍️ Inside Shein’s $30B Machine
How AI powers its on-demand fashion empire.
📦 Daily Tariff Tracker
Today’s biggest trade news at a glance.
🍿 Snack Attack Incoming
Khloé Kardashian launches her own protein snacks.
You’re reading this newsletter along with new subscribers from: Southern Tide, Taut Face and Body, and Shoptalk. 👋
💸 The Smartest Way To Weather Tariffs? High-Value Retention. Here’s How To Do It
This just in: new data from Triple Whale’s analysis of 3,000+ Health and Beauty brands shows that nearly 60% of 2024 revenue came from returning customers. 🛒
But here’s what’s really interesting — new customers placed more orders (56%), but returning customers drove more revenue. 🛍️
If you’re navigating tariffs, rising costs, tighter margins, and declining ad efficiency — high-value retention isn’t just a nice-to-have. It’s your competitive edge.
📊 Get the full breakdown in Triple Whale’s 2025 Health & Beauty Advertising Benchmarks Report.
Learn how to:
Now more than ever, efficiency is key. 🔑
35,000+ brands trust Triple Whale’s agent-powered intelligence platform to scale profitably.
You won’t get these insights anywhere else. 👀
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💡 Customers Call For Transparency When It Comes To ‘Made In’ Claims
While brands are quickly jumping on the shop local train, be careful about making sweeping claims.
Using a phrase like ‘Made in America’ is tricky.
In this volatile climate, online consumers are quick to scrutinize a brand’s supply chain and call out companies that are misleading the public.
What happened?
This month, TikTok was flooded with videos from Chinese manufacturers talking about the luxury goods market and its steep markups.
Chinese suppliers explained how they could produce a Birkin bag for a tenth of the retail price and urged consumers to place orders directly with them.
Another viral TikTok video from a Chinese manufacturer claimed that over 80% of luxury bags are made in China.
These viral videos fueled consumer skepticism about whether luxury bags were actually ‘worth it’—and coincided with a drop in LVMH’s stock.
With so many online users now paying close attention to brands and their supply chains, brands that claim their products are made in a specific country should be prepared to back up their claims if customers ask for details.
Is the bag truly ‘Made in Italy?’ or is most of the work done in another country?
Here’s what U.S. businesses need to know before making a ‘Made in America’ claim.
While a product may be designed in America or sold in America, saying it is made in America requires stricter criteria.
Under FTC guidelines, a product can only be labeled as ‘Made in the USA’ if ‘all or virtually all of the labor and materials in the product are domestic.’
While the Federal Trade Commission does not define the percentage for “virtually all” if your manufacturing costs outside of the U.S. are significant, making a ‘Made in the USA’ claim can raise a few eyebrows.
Brands that make false claims can face hefty fines.
So brands, be prepared to show some behind-the-scenes content on how your product is produced if customers demand receipts.
And if your brand does not meet this criteria, it may be best to stray away from this messaging in your marketing and advertising materials or risk getting called out over social media.
Be transparent about where you source, manufacture, and assemble your product to avoid alienating your target customers.
🌎 How Walmart Marketplace Helped a Startup Reach Global Status
In the competitive world of ecommerce, finding the right platform to scale your business is key to achieving sustained growth.
👉 In 2022, NexGrill, an outdoor cooking and heating product brand, was looking for a partner to help them grow their business.
What stood out about Walmart Marketplace is that unlike other platforms, they offered:
Their decision to become a Marketplace seller played a critical role in helping them grow from a small startup to a global entity in just two years. 🌐
Looking for a way to supercharge your own growth? Grow your business on Walmart.com.
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📦 Your Daily Tariff Check-In
Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know.
April 29, 2025 update:
⚡ Three Top Bidders Emerge For Google Chrome
Google’s competitors, OpenAI, Perplexity, and Yahoo, have all expressed an interest in purchasing Chrome if a sale is forced.
While a potential sale may not happen for a long time, companies recognize that owning a popular browser like Chrome will allow them to push any product in front of four billion people.
🎧 Inside Shein’s $30B+ Global Fashion Machine: AI, Micro-Influencers, and On-Demand Manufacturing
In this episode of the DTC Podcast, we sit down with Peter Pernot-Day, Global Head of Strategy and Corporate Affairs at Shein, to explore the innovative strategies propelling Shein's global dominance in the fast fashion industry.
What you'll learn in this episode:
👉 Listen to the full episode with Peter here.
🔥 BRAND LAUNCH
Khloé Kardashian is launching a new health-conscious snack brand called Khloud.
The company will feature a line of protein-packed popcorn but will expand into other categories to "reimagine everyday snacks."
⚡ QUICK HITS
📈 Want more conversions with less lift? Of course you do. Say goodbye to tedious marketing tasks, and hello to automatic ROI. Here’s 10 marketing automation flows to streamline your digital marketing. Get your copy here. *
🎉 CELEBRATE THIS!
💪 May 3: Fitness Day, Herb Day, Wild Koala Day, Drone Day, Scrapbook Day
🍊 May 4: Orange Juice Day, Star Wars Day
🤝 May 5: Cinco de Mayo, Hand Hygiene Day, Melanoma Monday, Enchilada Day
🧃 May 6: World Asthma Day, Beverage Day, No Diet Day
🚲 May 7: Bike To School Day, World Password Day, Try Something New Day
🧦 May 8: No Socks Day, Free Trade Day
🌃 May 9: Stay Up All Night Day, National Sleepover Day
📅 EVENTS
Data Innovation Summit - The two-day hybrid event (in-person and online) brings together innovative minds from across the Nordics and beyond, including enterprise practitioners, technology providers, and academics.
📅 May 7-8, 📍 Kista, Sweden 💰 €249 - €499
World Retail Congress - The Congress offers a unique opportunity to network with peers from leading retail brands and to hear from renowned speakers and industry experts who share insights and best practices.
📅 May 12-14, 📍 London, UK 💰 Register To Attend
📰 NEWS
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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