Julian Osborne

Tomorrow, I’ll be sharing some thoughts on Gymshark’s price strategy for the past 4th of July in my newsletter. Here’s a spoiler 😜: In the case of the Heritage Washed Hoodie, this was the price structure: Gymshark went from a 20% discount to 70% off, plus an extra 25% on the 4th of July. This is a very precise way to execute a pricing strategy. It can be a major challenge if you have thousands of SKUs (Gymshark had 394 unique products on sale with over 1K color variations), but it’s worth it in terms of demand generation, revenue increase, and inventory management. 💪📈 It’s all about shaping the demand curve as effectively as possible, leading to a better Average Order Value (AOV) and improved sales velocity. 📊💸 Sure, offering a flat 40% discount is easier, but it’s also less attractive and less effective. 🤷‍♂️ P.S. They have hoodies at $14 and socks at $1.20! 🧦🔥

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The RealReal turned to profitability Vinted turned to profitability & The Cirkel turned to profitability (although admittedly we're not a unicorn 🦄) It's a new era for second-hand as operating models get refined and second-hand turns to a norm across a wide section of fashion shoppers. We set up The Cirkel with the aim to convert people to shopping second-hand who would normally only choose new. We are very clear in our approach. We never shout about the sustainability implications (we believe it). We just make shopping second-hand so good there's no reason not to do it! - Amazing prices - An online experience like buying new - High quality curated inventory, at scale - Service & trust - Multiple quality checks, cleaning and sanitisation - Next working day dispatch #secondhand #startup #fashion

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The algorithm is f*kd! One of our tiktok video’s is currently going viral, with mostly positivity on instagram and tiktok. On the contrary, facebooks just hatin’! Why? The first few comments on the facebook reel were negative… so more negative comments kept coming. We have now learnt to not take this as ‘feedback,’ or be upset over it. But instead understand why such diversity on platforms occur - the algorithm is just 🤬 #socialmedia #startup

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10 Days London is going to New York. ✈️ 🍎 Trip booked to NYC from 10th-14th June. We are already meeting lots of interesting people but we’d love to meet lots more. 🙋‍♂️🙋‍♂️ George White and I want to chat to brands/ CMOs/ founders/ creatives/ cool people who would like to learn more about 10 Days and how we are shaking up the ad industry. ✏ 🌭 If that's you and you'd like to meet - drop me a DM. #newyork #advertisingagency #advertising #howtomakeitinamerica #marketing #adagency #ny

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You're 𝘄𝗮𝘀𝘁𝗶𝗻𝗴 your money on paid ads 🥴 Seriously. 74% of online users are 𝘵𝘪𝘳𝘦𝘥 of seeing digital advertisements* 🥱 Irrelevant. Disruptive. Repetitive. Relentless promotional campaigns are 𝗼𝘃𝗲𝗿𝘄𝗵𝗲𝗹𝗺𝗶𝗻𝗴 & 𝗱𝗶𝘀𝗲𝗻𝗴𝗮𝗴𝗶𝗻𝗴 your audience 🤯 🤔 why? You're prioritising 𝘴𝘢𝘭𝘦𝘴 over 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 growth. Let me explain ⤵️ Investing in ads tells me that you want to make more money 💰 & to do 𝘵𝘩𝘢𝘵... You need to sell in front of those 𝗮𝗰𝘁𝗶𝘃𝗲𝗹𝘆 interested in your products/services. Paid ads fail when your positioning, targeting & messaging are disconnected ❌ ...meaning sticking a few quid on a campaign here & there 𝘪𝘴𝘯'𝘵 an ad strategy. Want to 𝗿𝗲𝗮𝗹𝗹𝘆 maximise your ROI? 💭 → Know your who. Your target audience 𝘪𝘴𝘯'𝘵 everyone 🤫 Tailor ad messaging to address specific fan needs, preferences & pain points to increase your 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲. → Locate your where. Your fans aren't on every social platform 🤷‍♀️ Identify 𝘄𝗵𝗲𝗿𝗲 your audience sit & strategically allocate ad spend to channels 𝘱𝘳𝘰𝘷𝘦𝘯 to be effective. → Define your what. Your audience have favourite types of content 📲 Deliver media your fans 𝗲𝗻𝗷𝗼𝘆 to drive engagement & encourage them to take decisive action. Know your who, locate your where, define your what ✍️ Struggling to turn your fan data into actionable insights? 👇 --- 👩🏼‍💼 Hi! I'm Georgia. 💻 I help sports brands build fan-focused communities on social media. 📧 [email protected] --- social media • social media manager • social media management • paid advertising • campaign management #socialmedia #paidads #paidsocial #paidadvertising #campaignmanagement

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Blackburn and Darwen businesses have you ever wanted to meet the Microsoft Word hero Clippy? 🖱️ (well the man who created Clippy) I’m excited to share a fully funded 6-week course designed to introduce business leaders to the power of AI and Machine Learning, and maybe channel a little bit of Clippy’s helpful energy! Delivered by IN4 Group in collaboration with Blackburn with Darwen Borough Council and Blackburn & Darwen Youth Zone, this course covers everything you need to know about generative AI and how it can transform your productivity: 🤖 Automate tasks 📊 Enhance data-driven decisions 💡 Boost your team’s efficiency ✨ Future proof your workforce What's in it for you? Fully funded Industry expert-led workshops Hands-on AI experience Proven ways to increase productivity and streamline processes AI isn’t just the future, it’s here to help you level up your business! 📍 Location: Blackburn College (UK) 📅 Duration: 6 weeks, 9:30 am - 1 pm 🔗 Limited spots available! If you'd like to know more or are interested: please comment below or DM me There are already some incredible businesses attending and provides a real opportunity to collaborate and network with other business leaders. #AI #MachineLearning #Productivity #DigitalTransformation #Leadership #Manufacturing #Blackburn #IN4Group #Innovation

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Humility IMO is one of the most important character traits in business. The longer I've been in business, the more evident the people that go the furthest are often the most humble. I sent Ben Francis MBE a DM in 2017 to let him know how inspiring his work on GymShark was. Getting a reply back was a huge deal to me, and unexpected as I had basically nothing to show for at that point, (Ben had a $50MM business at 25 years old). As an entrepreneur, humility is essential because there’s always so much to learn and improve upon. Acknowledging that there is much more to learn is the first step of growth. In this case, Ben's humility made my month - and taught me an important lesson in humility. #Business #Leadership #Gymshark #Startup

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How a structured system & effort pays off. Just landed a big lead in the fashion jewellery sector. Over the past couple of months, I've been posting regularly on LinkedIn. In that time, I've reached 22,716 views But let's be real. Just views on their own won't bring in leads. Here’s how you can turn those views into a £30k+ project: Phase 1: Create Awareness → For people to buy from you, they need to know who you are. → Consistent posting on LinkedIn got me 22,716 views in 2 months. → I did this by sharing stories, experiences and offering value. Phase 2: Build Interest → Once I have attention, I need to build interest. → I do this using 'lead magnets' & personalised DMs → You can offer a free guide, special deal, etc. Phase 3: Engage and Convert → With interest piqued, it's time to properly engage. → Build trust by actually having a conversation. → Focus on them, not just making a sale. Phase 4: Close it → Nurture the relationship → Be authentic → Show them you can deliver on what you say Views are just the start. With sound marketing system, they can lead to real opportunities. Money in the bank. What you do with them is the key though.

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Here are my top-3 insights after launching my merch agency in the EU – This June, we’ve successfully celebrated our first birthday with 0 cash gaps and 500K+ turnover. #1. Networking is king I always loved meeting new people – and this turned out to be one of the best marketing channels for all of my businesses. Back to the 2010s, I’ve never though partying with influencers, streamers, and musicians would let me to opening my merch production agency – But here we go. Apart from the sales generation, huge networking helped me to: – find like-minded people and friends anywhere in the world – find reliable partners to launch Overhood together – hire the best talents So remember: A good party or social activity is never a waste of time for a founder. #2. Patience + audacity = perfect combo When launching new business in the new market, you have to be patient (especially in the EU) – Just because what you consider to be ‘fast’ is not the same for locals. In my experience, everything we’ve got used to in CIS and Eastern Europe is way more slower in many other countries: – decision making process – production cycle – hiring people… So, if you wanna provide better and faster solution than 99% of your competitors, you need to have a lot of audacity: – always call, ping, and follow-up – not be scared to remind about yourself – always make sure you have a plan B The real success is in finding the balance – And it’s and endless learn in progress. #3. Your team is your strength In June 2023 I hired my first employee. I was thinking I need a part-time business assistant, but quickly realize there is so much more to do besides helping me with docs and payments. Together with her, we’ve managed to: – find, rent, repair, and design our first office and showroom in Cyrpus – hire 10+ employees around the globe – film dozens of TikToks and Reels 🙂 (Shoutout to Vasilina if you’re reading this!) Now, we have 15 permanent employees in our team: – account managers – procurement department – business development, sales, and marketing teams And these people are my superpower. The thing is that when hiring people in a startup, you almost can’t give any guarantees all of this will make out. So employees that started with you from scratch are always special: – super motivated – talented – self-organized Hire people like these. Don’t compromise. (And I appreciate you, my dear Overhood team!) ••• #b2b #insights #ceo Overhood – the best merch provider in Cyrpus and EU

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Summer Sale season is upon us 🛍 And perhaps now more than ever, Sales are incredibly important events for ecommerce brands to ensure they both clear stock and meet revenue targets. Having run hugely successful sale campaigns for brands including Monica Vinader Ltd and Kurt Geiger, I've collated all my best practices into one essential guide, which covers: 👉 what sale emails to send throughout your seasonal sale to ensure it’s a success 👉 which segments of your database to send to, and when 👉 tips and tricks on how to design your Sale emails (including expert advice from the brilliant Lucianne Soley) Comment 'Sale' below and I'll send you the guide.

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Ex Burger King Employee Made €15M Dropshipping Ep.12 w/ Ecomlegend - Faruk Ilkhan Drops 👉 Sunday, June 23rd @ 3 PM UK BST @theoclarkepodcast In this week's podcast, I had the pleasure of sitting down with Faruk, the Ecomlegend, known for his EU dropshipping success - having generated around €15M in sales. However, the journey hasn't been without difficulty, Faruk and his brother Fatih went broke not once, not twice but three times. But these setbacks did not stop them. Driven by a relentless urge to provide for their family, Faruk and Fatih went on to retire their parents in 2021 while still in their 20s. But this conversation goes beyond dropshipping. We explore how Faruk became the man that he is today, the hardships that built his character and his unique approach to using his enemies as motivators, to achieve what most people only dream of. Faruk now lives by his 5 pillars of life: health, wealth, love, happiness, and status - principles I've also adopted. #dubai #entrepreneur #ecommerce #googleads

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High performing TikTok content = NATIVE CONTENT 📈 And the same goes for your Calls To Action. We analysed the top performing organic posts across all our clients + influencer campaigns and they ALL had one thing in common… No CTA. Does this shock you? Because it didn’t shock me at all, but every other agency owner/TikTok employee I told was gobsmacked. I’ve said it before and I’ll say it again, people HATE being told what to do. It’s like being told to do the dishes when you’re just about to do them anyway (a personal loathe). As you add a CTA it automatically becomes about selling a product rather than someone authentically sharing content…. I’ll say it again: As soon as you add a CTA, it becomes about selling a product rather than someone authentically sharing content. And TikTok is ALL about authenticity, as we know. When you’re used to building highly coveted, exclusive and trendy brands on TikTok, you get to know the damaging effect that poor brand positioning can have. The use of CTA’s instantly aligns a brand with creators, content and other brands that would send our clients into a coma if they became associated with them. Taylor Swift wearing a dress is cool. Taylor Swift wearing a dress with a ‘buy now’ button is not. Do you think that the overt CTA still has a place in modern social media marketing? Let me know your thoughts in the comments. #tiktokmarketing #tiktokads #tiktokagency P.S. We know social 🐐. We have a proven track record of building brands through comprehensive creator marketing strategies and then scaling through paid social adverts. Currently have availability in Q3 2024 for brands looking to win on TikTok 🥊 

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How did PRIME Steal $1BN from Gatorade? If you also grew up watching sports, you'd know Gatorade ruled the hydration industry for decades - Until.... 2 Youtube celebrities, Logan Paul and KSI, introduced their own Sports drink brand - PRIME. Founded in January 2022, the brainchild of these two influencers with a massive following used modern marketing tactics and ended up selling 1 billion bottles in just 2 years. Their 2023 revenue was estimated at $1.2 billion. What's the secret recipe? How can you copy their success? You'll get all your answers. Watch the video and comment SCALE I'll share a complimentary blog with you that outlines our 5 Steps to Cracking The Social Media Code. #primedrinks #modernmarketing

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TikTok Shop UK dropped the "£1 Million Club" 🔥 You can’t afford to miss! - Open to businesses of all sizes - Aims to help merchants hit £1M in revenue - omes with special perks at no extra cost 🔥 Top 5 perks for new merchants: 1. 0% commission for up to 90 days 2. Free storage & fulfillment 3. Priority seller support service 4. Dedicated promotion support 5. Increased brand exposure "We're helping businesses supercharge sales beyond traditional channels." - Jan Wilk, TikTok Shop UK Success stories? Made By Mitchell ↳ First UK brand to hit $1M in sales in one day on TikTok Shop Puma ↳ 737% increase in weekly revenue via TikTok Shop affiliate program ASOS ↳ 57% of transactions from new customers after launching on TikTok Shop Join the £1 Million Club and take advantage of these incredible benefits. P.S. 0% commission till Sept 30th for new sellers (from June 23rd). P.P.S. Need help with your TikTok Shop journey? DM me "TTS Growth" #TikTokShop #TikTokShopUK #1MillionClub #TikTokShopGrowth

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Extremely proud to announce SECRET SALES won Best Retail and eCommerce Campaign last night at the #performancemarketingawards with Jack Felstead. ALOT of work has gone into creating one of the best PPC accounts in the market these last few years with incredible work from our extremely agile, talented team (with some new innovation this year being lead by Matt Nuttall - another key reason for the success these past few years). Want to know how? Without giving too much away, in short we have managed to combat CPCs & arbitrage across PMAX, created systematic stock/product set management within the account and quick test/learn frameworks that unlocked us optimise to SKU level profit. A quick thanks to Shoptimised and ProfitMetrics.io on the roles they have played and the indirect impact on brand mix anchors via Steven Lammertink's business Cirqle. There's a lot of 'academic best practice' on LinkedIn at the moment and being able to cut through the S*** and create detailed plans that have an actual commercial impact (vs look nice on a slide) has been key to us. A huge moment not just for the business leading in how to approach digital marketing but one personally for me that I've always wanted to win. A huge thank you to the wider team here to making it a reality. Since I couldn't make it in person - I had AI image replicate what could of been (got a bit carried away on the image myself and this system really does not know what a chihuahua or sausage dog is so only dusti the cavapoo made the cut)! European search awards next!!

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"You don't have to be a natural to be successful!" I had a brilliant time at yesterday's webinar with Theo Paphitis, organised by the fantastic RBS Accelerator, which Valentin Hinov and I are part of. One key takeaway was, "Identify your weaknesses, and that process will become your biggest strength." I've always been wary of my weaknesses, so it was refreshing to hear how we can transform them into something positive. Val and I approach business quite differently, and it took us some time to recognise and embrace our unique strengths and weaknesses. 💪 Theo also mentioned, "Nobody wants to make mistakes," which really resonates with me. I see this fear in others, and I often challenge myself about it. Is it purely an ego thing that makes us fear and judge mistakes so much? 🤔 Another great point was, "Don't fear taking time to think over a solution or proposal." I'm usually in a rush, feeling like everything needs to be done immediately. I tend to talk and act quickly, but lately, I've set hourly ⏰ reminders to slow down. I’m learning to enjoy the process rather than just focusing on the results. There were so many relatable insights from the webinar! 💡 I’m really grateful I could join. 🙏

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