Arielle Charnas Is Entering DTC With Something Few Brands Have: an Audience Eager to Shop
The influencer/fashion designer launched her Something Navy clothing line this month
Arielle Charnas launched her clothing brand, Something Navy, despite the pandemic.
Something Navy
Key insights:
- With a built-in audience, Charnas has avoided the high marketing costs that typically accompany DTC launches.
- However, with a brand that's so linked to Charnas, she'll have to navigate how her personal life can impact the business.
The past few months have left few retail brands unscathed, but apparel has been especially hard hit. In April, spending on clothes and accessories was down over 50% year over year. June numbers indicated that sales are beginning to recover, but still, it hardly seemed an optimal time to launch a new clothing brand.
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