Watch on demand
Listen in as we speak to Eastpak and Laced on how their strategy’s have evolved to meet changing consumer needs during the pandemic, and check-in with ‘what’s next?’ as we move to a post-pandemic future.
The pandemic has caused a huge shake-up in the retail space. The brands that have been able to adapt at pace, while listening to the changing needs and wants of their consumers have come out on top. At YMS Online, our CRO Mark Walker, was lucky enough to sit down with global backpack brand Eastpak and online footwear retailer, Laced. Both brands have experienced challenges but their agile approach to pivoting their ecommerce and in-store strategies has seen sales soar during the pandemic.
Tune in to hear the unique set of challenges faced by niche and global brands, discover how both have been able to adapt and, find out whether their budget is going on TV or TikTok.
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Yoan strives to build something from nothing and to get the right people to pay attention. To him, marketing is all about storytelling, copywriting, and social psychology. The rest will just follow. Currently VP of Marketing at Laced, building the biggest sneaker reseller platform in Europe and formerly Head of Digital Marketing at Depop. Yoan started his marketing career 6 years ago after moving away from Engineering and never looked back.
Chris is the digital marketing director at Eastpak, where he oversees strategy, creative, and acquisition for the brand in all digital channels and across all platforms. In his 20 years in marketing, he’s worked in retail, financial services, education, and run an agency, gaining a broad knowledge of industries and techniques. His love has always been in digital, and he is an advocate for trying new ideas, being different and making brands stand out through their digital activity combined with their real-life presence.
Mark leads an 80+ strong international team across sales, marketing, account management and revenue operations at Student Beans. Previously he ran a consultancy helping seed to series-B SaaS companies to accelerate their revenue growth by defining and improving their go-to-market strategy. Prior to that, he was the CRO at Attest, a consumer insights platform, where they went from 0 to >£5m in revenue in under 3 years, growing from a single digital marketer to a revenue team of 35.