DTC857: Emotionally Resonant Products, Cohort-Based Strategies, and Touchland x Crocs

Good morning, 

Here’s what you’ll find in today’s DTC:

☀️ The Power of TV Brand Collabs
Creating emotionally resonant products. 

📊 Escape Dashboard Paralysis
Cut through the noise and act on what really matters.

🚀 Unlock Repeat Revenue 
Master cohort-based email retention strategies. 

🚨 Daily Tariff Update
Trump issues letters to 21 countries. 

🌼 Touchland x Crocs CollabHow this collab taps into everyday indulgence.

You’re reading this newsletter along with new subscribers from: Tree Island Yogurt, SailPoint, and Franklin Fitch. 👋

😎 Millions Of Shoppers Turn To Walmart.com Every Summer For Travel Must-Haves, Outdoor Essentials And Seasonal Gear

NexGrill, an outdoor cooking and heating brand, joined Walmart Marketplace in 2022. 

💥 With access to millions of customers, zero monthly fees, and powerful ecommerce tools, they grew from a small startup to a global brand in just two years. Today, they’re a Pro Seller with nearly triple the SKUs and a 200% YOY revenue increase. 

👏 Now’s your chance to follow their lead, and as a new seller, you’re eligible to save up to $75,000 in New-Seller Savings, Walmart’s incentive program going on now.  

It’s their biggest offer ever and includes: 

• Up to 75% off base referral fees*  
• Up to 50% off storage fees and 25% off fulfillment fees** (a $2K value)  
• $1K in advertising credits with Walmart Connect***  

⌛ Don’t wait—New Seller Savings runs through January 31, 2026, but the sooner you start, the more you can save.

*Conditions apply.

📺 Brands Tap Into The Summer I Turned Pretty Fandom With Emotionally Resonant Collabs

Brands like American Eagle, Coach, and Catbird are partnering with the highly anticipated final season of The Summer I Turned Pretty to give their summer launches some extra buzz.

The Amazon Prime show has been a massive hit with women aged 18–34, drawing serious social media attention. #TheSummerITurnedPretty on TikTok has racked up over 1.3 billion views.

Fans can’t get enough of the love triangle between Belly, Jeremiah, and Conrad, staying glued to find out who Belly chooses in the end.

For brands, it’s the perfect moment to ride the hype and create custom products that feel emotionally tied to the show’s storyline. 

Let’s look at three standout collaborations and how they tap into the show's themes:

American Eagle: Coastal Vibes & Team Rivalries

American Eagle has been collaborating with the show since season two, with apparel that channels its All-American coastal vibe.

The collection plays up the sibling rivalry, encouraging fans to shop Belly’s Closet and show loyalty with Team Conrad or Team Jeremiah shirts. (Very Twilight, right?)

To build buzz, the show’s stars even modeled for the collection and helped co-design the pieces, making the collab feel extra authentic.

Fans can shop the collection on American Eagle’s website or directly through Prime’s X-Ray feature, making every scene shoppable.

Catbird: Jewelry That Tells the Story

Brooklyn-based jewelry brand Catbird ties its collection directly to key plot points from the show.

Their line features monogrammed pieces with character initials and several designs use the infinity symbol—a direct nod to a pivotal moment when Conrad gifts Belly an infinity necklace.

That necklace has sparked serious search interest on Google with search terms like “The Summer I Turned Pretty necklace” and “Belly infinity necklace” peaking during the show’s air dates. 

Coach: Limited-Edition Bags & Charms

Gen Z’s favorite bag brand, Coach, is joining the fun with a special capsule collection for the show’s final season.

The line includes TSITP-inspired bags and limited-edition charms, each one referencing a character’s interest or a specific moment from the show.

The takeaway? 

Partnering with a hit series like The Summer I Turned Pretty is a smart move for brands aiming to reach Gen Z. 

By weaving in the show’s aesthetic and storyline details, these products tap into fans’ nostalgia and emotional connection as they say goodbye to beloved characters.

For many, it’s not just about buying a product. It’s about keeping a piece of the story with them.

☕ Lavazza's Partnership With Walmart Marketplace And Walmart Fulfillment Services Brews Rapid Growth 

Lavazza, a coffee brand, saw more than 200% growth in Walmart Marketplace sales within 18 months of leveraging Walmart Fulfillment Services (WFS).* 🚀 

👉 Since joining WFS, Lavazza has: 

• 📈 Improved efficiency 
• ⏰ Improved on-time delivery to customers 
• 💁‍♀️ Reinvested in marketing and advertising 

💪 Let WFS do the heavy lifting while you focus on scaling your way.

*Data provided by Lavazza.

📦 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. 

July 14, 2025 update:

• Wider Tariff Notices Sent to 21 Countries
  
  • The U.S. has issued tariff letters to 21 countries so far, which include Japan, South Korea, Canada, Germany, and the EU nations.
    
  • These letters warn of reciprocal tariffs between 25% and 40%, set to begin August 1.
    
  • The IMF (International Monetary Fund) reaffirmed that mounting tariffs are injecting renewed global trade uncertainty, adding stress to already fragile industrial sectors worldwide.
    

Keep in mind: These details are current as of writing but could change before this reaches your inbox.

📊 Why You're Looking at the Wrong Data: Cohorts vs Averages with Lifetimely's Jason Prowd

In this episode of the DTC Podcast, Jason Prowd, Head of Product at Lifetimely by AMP, breaks down how leading brands are using cohort data to unlock smarter decisions and bigger returns.

We go deep on why most ecommerce teams are stuck in dashboard paralysis, how averages can hide your best opportunities, and what to do instead if you want to scale efficiently (especially going into Q4).

In this episode, you’ll learn:

• 📉 Why “more data” isn’t the answer, and how to cut through the noise to focus on the one metric that matters most right now.
• ⚠️ The danger of averages: Why headline numbers can mislead your team, and how cohort analysis reveals what’s really working.
• 🛍️ Where your hidden profit lives: A fashion brand found that a product ranked #5 by volume delivered double the LTV of their top seller.
• 🔁 Stop bleeding margin on subscriptions: How perpetual discounts can quietly erode profit, and how to rethink your offer for smarter retention.
• 🧪 How to make testing a habit: A simple 2–4 week cadence that can help your team run 50+ meaningful experiments a year (without burning out).

👉 Listen to the full episode with Jason here.

🎧 How to Keep Customers Coming Back: Cohort-Driven Retention Tactics

In this TWBERP episode, Jordan from Pilothouse shares insights on cohort-based retention strategies: how to align your email and SMS efforts with your customer profiles to drive sustainable revenue.

In this episode, we unpack the four customer cohort profiles—Acquisition, Balanced, Classic Retention, and Subscription.

In this episode, we dive into: 

• How to tailor your email flows to customer behavior

"The cheapest customer is the customer you already have." 

• Why campaigns need to balance engagement & deliverability
  
•  The value of building iteratively & testing segmentation

👉 Listen to the full episode with Jordan here.

Hand sanitizer brand Touchland has teamed up with Crocs to launch a limited-edition hand sanitizer case—available now in four fun colorways.

Each case comes with five mix-and-match Jibbitz charms and a keyring, so you can clip it to your bag, keys, or belt for easy (and stylish) access.

This playful collab leans into consumers’ craving for little luxuries, especially during times of economic uncertainty.

Because who says practical can’t also be fun?

🛍️ Walmart is one of the world's most recognizable brands with over 255 million customers shopping at Walmart online and in-store each week. New-Seller Savings run from sign up to January 31, 2026, so don’t wait—the faster you start, the more opportunity you’ll have to save. * Conditions apply. *

📥 Got a B2B Biz? 

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

Have you heard our latest podcasts?

• 🫐 Ad-venturous 10: A Little Lad That Loves Berries and Cream?
• ❌ TWBERP 41: List Growth, Spam Flags, and What Actually Works
• 🚴 Re-acquisition Story: Revel Bikes Founder Buys Back Brand 
• 💡 AKNF 522: How To Strategically Win a 4 Day Prime on Amazon
• 👏 Ad-venturous 9: The Secret Messaging Tool for Creative Strategy
• 💡 TWBERP 40: Scale The Ecosystem, Scale The Brand  

Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.