The Glossy Podcast: Mack Weldon's Brian Berger on Surviving as a DTC Brand in the Modern Landscape

Release Date: January 15, 2025

Host: Danny Parisi
Guest: Brian Berger, Founder and CEO of Mack Weldon

Introduction

In this episode of The Glossy Podcast, host Danny Parisi engages in an insightful conversation with Brian Berger, the founder and CEO of Mack Weldon. Launched in 2012, Mack Weldon has evolved from a direct-to-consumer (DTC) menswear brand known for its sweatpants and underwear to a versatile player in various apparel categories, including denim. The discussion centers around the challenges and strategies of maintaining a DTC brand's longevity in a rapidly changing market landscape.

Evolution of the DTC Landscape

[00:55] Brian Berger:
“When we started, there was pretty much Warby Parker and Bonobos were really the two brands that everybody was getting excited about... many are able to capture it and grow faster than traditionally.”

Brian reflects on the early days of the DTC boom, highlighting how Mack Weldon emerged alongside pioneers like Warby Parker and Bonobos. He notes the volatility of the DTC space, with many brands failing to sustain momentum amid intense competition and shifting consumer preferences.

[01:25] Danny Parisi:
“It’s like any emerging technology driven opportunity, a lot of companies go after it and flame out...”

Danny draws parallels between the DTC surge and a gold rush, emphasizing that while many brands attempted to capitalize on the trend, only those with a solid foundation and understanding of the business model thrived.

Longevity and Brand Strategy

[01:54] Brian Berger:
“Longevity is something that we often overlook... being around for a long time and remain relevant to your customer base... is a huge thing.”

Brian underscores the importance of long-term sustainability over short-term gains. Mack Weldon's focus on solving persistent problems for men through quality basics has fostered customer loyalty and allowed the brand to expand thoughtfully into new product categories.

[04:04] Danny Parisi:
“You don’t want to have a company that can only survive in certain conditions...”

Danny highlights the necessity of diversification to ensure business resilience. Brian agrees, explaining that Mack Weldon has adapted by exploring multiple distribution channels beyond their initial DTC model, in response to market maturation.

Challenges in Digital Marketing

[07:18] Brian Berger:
“DTC is a distribution channel, it’s not a business model per se... Meta and Google... marketplaces have been fully exploited.”

Brian discusses the evolution of digital marketing channels like Google and Meta (Facebook), pointing out that their effectiveness has plateaued as competition intensified. He notes that reliance solely on these platforms is no longer viable for sustainable growth.

[12:50] Brian Berger:
“Having to make the hard decisions to really be able to survive in this new environment.”

Brian reflects on the tough choices Mack Weldon had to make during challenging periods, such as scaling back advertising to preserve resources amidst rising digital ad costs and market saturation.

Shift to Traditional Marketing Channels

[11:06] Brian Berger:
“It’s really challenging right now to rely upon digital marketing as your primary means for relevance and growth...”

Recognizing the limitations of digital marketing, Brian explains Mack Weldon's strategic pivot towards traditional channels, including their first-ever TV campaign. This move aims to broaden brand awareness beyond algorithm-driven platforms.

[15:48] Brian Berger:
“This campaign was really born out of the last year and a half of really sizing the business...”

Brian details the rationale behind launching a TV campaign, emphasizing the need to reach a wider audience and bolster top-of-funnel awareness, which in turn supports lower-funnel acquisition efforts.

Brand Awareness and Creative Strategy

[18:29] Brian Berger:
“Brand awareness is one of those things where you can never have enough of it.”

Brian stresses the continuous effort required to build and maintain brand awareness. He cites partnerships and high-quality editorial placements as essential components of Mack Weldon's strategy to enhance visibility and credibility.

[21:07] Brian Berger:
“We have been playing in a very, very narrow sandbox for a long time...”

Acknowledging the narrow focus of their previous marketing efforts, Brian expresses the need to diversify and reach consumers outside their traditional target demographic to stay competitive in a noisy market.

Flexibility and Business Resilience

[14:03] Brian Berger:
“We try and steer clear of marketing initiatives where we don’t have some level of flexibility...”

Brian highlights the importance of maintaining flexibility in marketing and inventory management. By avoiding overcommitment to rigid marketing strategies and ensuring multiple distribution channels, Mack Weldon can better navigate unforeseen challenges.

[17:22] Brian Berger:
“We are smart enough now to know... thresholds. This is our tolerance for what we’re willing to spend and invest to get a new customer.”

Brian emphasizes disciplined investment in marketing, balancing growth with profitability to sustain long-term business health.

Future Outlook and Sustaining Relevance

[24:45] Brian Berger:
“I feel like I have a solid handle on it, but I absolutely do not feel that we’re past the most difficult part.”

Brian candidly discusses the ongoing challenges of staying relevant in the fashion industry. While Mack Weldon is in a stronger financial position, he acknowledges that maintaining relevance requires continual adaptation and strategic foresight.

[26:06] Danny Parisi:
“The face of the earth, some security.”

Danny humorously underscores the relative stability Mack Weldon enjoys compared to less established brands, thanks to their sustained profitability and strategic agility.

Conclusion

The conversation wraps up with Brian expressing optimism about Mack Weldon's ability to navigate future challenges, thanks to a solid foundation of profitability, disciplined marketing, and a commitment to solving real customer problems. Danny appreciates the candid insights, offering listeners a comprehensive understanding of what it takes to sustain a DTC brand in today's competitive landscape.

Notable Quote:

Brian Berger [01:54]:
“Longevity is something that we often overlook... being around for a long time and remain relevant to your customer base... is a huge thing.”

This episode provides valuable lessons for current and aspiring DTC brands, emphasizing the necessity of adaptability, disciplined growth strategies, and relentless focus on customer value to achieve long-term success in the ever-evolving marketplace.