Think Tank: Fighting Subscription Fatigue in the Direct-to-Consumer LandscapeJim Fosina, chief executive officer of Fosina Marketing Group, explains.

[Collection]As the subscription economy continues its march toward the center point of all marketing and distribution patterns, many have jumped into the arena; ill-equipped to manage relationships in the channel effectively and efficiently. It’s only natural that this is the case since most fashion designers have leveraged the retail channel to display and distribute their goods. This dependence on a third party to build a relationship with a customer will no longer suffice as the primary method of acquiring and retaining customers. Most in the fashion industry are new to the concept of building personalized relationships with the customer; much less maintaining those relationships and keeping the customer excited and engaged. All hope is not lost. It does take work to keep a relationship alive — whether that be marriage and/or friend or business. Here are several tips on how you can keep “alive” between your brand and your customer in the new world. Personalization If you want to keep the relationship vibrant, you must begin connecting with your customers in a personal and relevant manner. As such, when collecting data from your customer, first name personalization is a must. No more “dear valued customer.” In today’s world, consumers expect that brands

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