Desiree Gruber

From Stigma to Strategy: How Feminist Brands Are Leading the Sexual Wellness Economy Link In Bio. What was once whispered behind closed doors is now shaping the future of consumer health. For decades, sexual wellness was considered fringe—stigmatized, underfunded, and filtered through a narrow, male-centered lens. But that’s changing fast. Today, feminist brands are redefining the category, using design, science, and ethics to build inclusive, evidence-informed tools for whole-body well-being. At V For Vibes, we see this as more than market evolution—it’s cultural infrastructure. We’re not just selling products. We’re creating access to: Trauma-informed innovation Sensory literacy Consent-first UX Tools for healing, not just performance Here’s why this matters: The sexual wellness market is projected to surpass $125B by 2030, with women-led brands leading in retention, engagement, and trust. 66% of consumers under 40 say they want sexual health integrated into overall wellness. Feminist-led brands are outperforming legacy companies by designing for inclusion, emotional safety, and sensory equity. What used to be taboo is now smart business—and a powerful lens through which to build innovation that actually serves human need. At V For Vibes, we’re proud to be part of this shift—from stigma to strategy. Explore our work. 🔗 Link in bio. #SexualWellness #FemTech #HealthTech #VForVibes #InclusiveInnovation #ConsumerHealth #EthicalDesign #SensoryWellness #FutureOfWellness #TraumaInformedProducts #FeministLeadership

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I'm inspired by 3 women featured in recent Vogue Leaders interviews who lead with authenticity and people-first approach: 🌸 Michaela Vítek Měsíčková (Bjutip CEO) says "We don't just sell fragrances, but experiences—emotions that have meaning." She believes in building relationships with suppliers and business partners rather than relying solely on algorithms. 🏎️ Joanna Ogórek (Porsche Inter Auto CZ ) has a goal of reaching 1,000 car sales annually. She believes "driving a Porsche is more than just driving a car," so she focuses on building a community where owners "like to meet, it's like being part of a clan." 👥 Petra Šnaidauf (Phenomen Models) started as a part-time hostess and built her own modeling agency. When COVID disrupted her plans, she says it "showed me how to set up processes better" and taught her to "delegate and think strategically." They all chose human connection over shortcuts. They built relationships instead of just chasing metrics. They turned challenges into opportunities for growth. Turns out, in our rush to optimize everything, the most radical thing you can do is actually care about people. 💫 Want more stories like these? Subscribe to VOGUE CS for exclusive interviews and the latest in fashion, beauty and beyond: https://t2m.io/mnLtdDOP

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Levi's just revealed what every fashion brand chasing DTC dreams needs to hear: 𝘄𝗵𝗼𝗹𝗲𝘀𝗮𝗹𝗲 𝘀𝘁𝗶𝗹𝗹 𝗱𝗿𝗶𝘃𝗲𝘀 𝟱𝟰% 𝗼𝗳 𝘁𝗵𝗲𝗶𝗿 $𝟲.𝟰 𝗯𝗶𝗹𝗹𝗶𝗼𝗻 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀. While CEO Michelle Gass celebrates her "DTC First" strategy delivering 11% growth, here's what the numbers actually show: 𝘄𝗵𝗼𝗹𝗲𝘀𝗮𝗹𝗲 𝗱𝗿𝗼𝗽𝗽𝗲𝗱 𝟯.𝟰% 𝗮𝗻𝗱 𝘀𝘁𝗶𝗹𝗹 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗲𝘀 𝗺𝗼𝗿𝗲 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝘁𝗵𝗮𝗻 𝗗𝗧𝗖. The 2024 breakdown: ↳ Wholesale: $3.4 billion (54% of revenues, down 3.4%) ↳ DTC: $2.9 billion (46% of revenues, up 11.3%) ↳ Added 157 company-operated stores in one year Despite aggressive DTC expansion and double-digit growth, wholesale still generates $500 million more in annual revenue. 𝗧𝗵𝗲 𝗗𝗧𝗖-𝗙𝗶𝗿𝘀𝘁 𝗽𝗮𝗿𝗮𝗱𝗼𝘅 Levi's is pouring resources into DTC infrastructure: ↳ High fixed costs in retail real estate ↳ Significant ongoing investments in equipment, inventory, and personnel ↳ IT systems and omni-channel capabilities ↳ Rising labor costs at distribution centers Meanwhile, their wholesale channel declined 3.4% in 2024 (a warning signal they couldn't ignore). By Q4, management shifted focus to "stabilizing wholesale" for 2025. Translation: they realized the DTC-only path has limits. 𝗪𝗵𝘆 𝘄𝗵𝗼𝗹𝗲𝘀𝗮𝗹𝗲 𝘀𝘁𝗶𝗹𝗹 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 Levi's sells through approximately 50,000 retail locations worldwide. Their products sit in department stores, specialty retailers, and mass channels where consumers already shop. That's reach DTC can't replicate (at least not profitably). The math is simple: ↳ DTC: Higher margins × limited reach × high fixed costs = growth ceiling ↳ Wholesale: Lower margins × massive distribution × lower fixed costs = sustainable scale 𝗧𝗵𝗲 𝗿𝗲𝗮𝗹 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 Levi's isn't choosing between channels (they're optimizing both): ↳ DTC gives them brand control and customer data ↳ Wholesale gives them market penetration and volume ↳ The combination creates brand omnipresence Their top 10 wholesale customers still represent 26% of total revenues. No amount of DTC growth can replace that overnight. 𝗧𝗵𝗲 𝗹𝗲𝘀𝘀𝗼𝗻 𝗳𝗼𝗿 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝗯𝗿𝗮𝗻𝗱𝘀 Stop viewing wholesale as legacy distribution. It's a growth multiplier when executed strategically. The winning formula isn't DTC-first or wholesale-first. It's channel harmony. Nike already tried going all-in on DTC but backtracked because it didn't make sense in the long run, financially speaking. Now Levi's is pushing "DTC First" while quietly working to stabilize their wholesale decline. It will be interesting to see how fashion brands decide to play in the future and what distribution channels they choose to prioritize. The winners won't be the brands that choose one channel over the other. They'll be the ones that master both. ___ 🛍️ P.S. If you think we can help your #fashion brand achieve better results with paid advertising and economics optimisation, feel free to send me a message or visit Grapefox.

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ICYMI: What happens when a major fashion publication decides to take sustainability seriously and what does sustainability look like in the world of mainstream fashion media? My interview with Teen Vogue’s Style Director, Alyssa Hardy is OUT NOW!  In this episode, we get into: ▶︎ How Teen Vogue is positioning runway coverage and trend reporting through a sustainability lens. ▶︎ Why secondhand and upcycling are a non-negotiable in their editorial strategy. ▶︎ The challenge of holding brands accountable while working within the constraints of the industry. ▶︎ The role of media in shifting consumer behavior—and how storytelling taps into the psychology of consumption. ▶︎ What Teen Vogue's shift in sustainability strategy means for the future of fashion media—and whether it could push other outlets to follow suit. 🎧 Tap in! Spotify: https://lnkd.in/gb7XyeiB Apple Podcasts: https://lnkd.in/gXUM3NhN

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Milk Makeup is shaking up its retail footprint. The color cosmetics brand, best known for buzzy offerings like its Hydro Grip Primer and Cooling Water Jelly Tints, is launching at Ulta Beauty in March, where it will sell online and in more than 600 doors. Barring the brand’s brief Urban Outfitters foray years ago, the expansion marks the only U.S. retail expansion for Milk since 2016 — the year the brand launched as an offshoot of cofounder Mazdack Rassi’s creative studio, Milk Studios, and one month later debuted at Sephora. For Milk’s chief executive officer Tim Coolican, the move is a logical next step for the brand. More on WWD: https://lnkd.in/eVWjYJ2c

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Steve Madden's latest interview has been going viral for all the right reasons. Last week, Steve Madden sat down for a long form interview on The Cutting Room Floor, a fashion podcast hosted by Recho Omondi, exclusively available on Patreon. The interview generated thousands of new subscriptions to Omondi's Patreon (which costs $10.50 AU a month). It's also widely theorised that the interview generated Steve Madden millions of dollars in sales. Perhaps more importantly, however, is that the interview organically brought Steve Madden back into the zeitgeist for young Millennials/older Gen Zs who, according to thousands of comments, hadn't really thought about the brand in years. So, how and why was it so successful? ✨ Omondi is a skilled interviewer. These discussions are long-form and filled with substance. Though her interviews are obviously a form of PR for her guests, they don't feel like PR. ✨ Steve Madden was transparent. Or at least, his answers were interpreted that way. He didn't shy away from controversial topics like his time in prison, criticism about his brand, and the current political climate. For example, when asked how he responds to criticisms that he rips off other brands, he said, "You know, there's been the odd little shoe that I've nicked." 💀 We often hear that the key to success online is "authenticity" or "relatability" when really, the key to winning the internet is transparency. ✨ It was behind a paywall. Paywalled content, like podcasts, newsletters, and video, is becoming increasingly accepted (and even celebrated) among audiences. While platforms helped cultivate the expectation that content should be free, audiences 𝙬𝙖𝙣𝙩 to support their favourite creators, podcasters, and indie media brands— feeling like they played a direct role in their success and ability to keep creating. Putting content behind a paywall also helps foster that sense of community among the paid subscribers, like they're part of an exclusive club that not everyone has access to. All in all, the interview was a massive success for both the creator and the brand. We should all be taking notes. I spoke more about the success of this interview on Monday's episode of mini scroll (𝙣𝙤𝙩 behind a paywall!): https://lnkd.in/gfpWDEMT

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