The Glossy Podcast: Episode Summary Featuring Che Costello, Associate Director of Merchandising at MoMA Retail

Episode Details:

• Title: MoMA’s Che Costello on Leveraging 3 Million Visitors and Brand Collaborations to Create a Popular Retail Destination
• Host: Jill Manoff
• Release Date: January 8, 2025

1. Introduction to Che Costello and MoMA Retail

The episode begins with Jill Manoff welcoming Che Costello, the Associate Director of Merchandising at MoMA Retail. Che provides an overview of her role and the unique position of MoMA Design Store as a hub for distinctive and innovative gifts. She emphasizes the store's commitment to merging culture and commerce by collaborating with renowned brands and emerging designers to create exclusive product lines.

Notable Quote:

• Che Costello (01:19): “I've always had a really deep personal relationship with art... working in a museum retail is kind of the perfect mix of culture and commerce.”

2. Merchandising Approach and Brand Collaborations

Che delves into her merchandising strategy, highlighting the importance of selecting collaborators that resonate with MoMA’s artistic and design ethos. She discusses the success of past collaborations, such as the Champion Archives collection, and the criteria used to choose fitting partners.

Notable Quotes:

• Che Costello (04:58): “We believe that good design belongs to everybody.”
• Che Costello (06:42): “We did a deep dive into all things Champion... they’re really an amazing heritage brand...”

3. Holiday Strategy and Popular Items

As the holiday season approaches, Jill inquires about MoMA Design Store's holiday strategy. Che explains how the store curates products that cater to gift shoppers, focusing on nostalgia and the integration of art into daily life. She highlights popular items like the Subu slippers featuring Matisse’s artwork and retro tech gadgets that evoke a sense of nostalgia.

Notable Quotes:

• Che Costello (02:03): “People come to us because they want to get something really special for people they care about.”
• Che Costello (03:22): “We’re seeing a lot of interest in retro tech... like a Polaroid camera or a cassette player.”

4. Understanding MoMA’s Shopper Base

Jill explores the diverse customer base of MoMA Design Store, noting the mix of museum visitors, design enthusiasts, and streetwear collectors. Che emphasizes the store’s mission to make good design accessible to everyone, catering to various demographics and shopping preferences.

Notable Quotes:

• Che Costello (04:58): “We have a bunch of different customers... design lovers... part of the MoMA community.”
• Che Costello (05:52): “The exhibition 'Items Is Fashion Modern' opened up the opportunity for us to create product collaborations with some of those brands.”

5. Art and Fashion Collaborations

The conversation shifts to the synergy between art and fashion. Che traces the historical relationship between the two fields and discusses the increasing trend of collaborations between artists and fashion brands. She predicts a continued rise in such partnerships, driven by the desire to integrate art into everyday fashion.

Notable Quotes:

• Che Costello (12:25): “There’s always been a really great symbiotic relationship between art and fashion.”
• Che Costello (13:31): “I think fashion is looking for a way to bring art into our everyday. So we’re going to see more collaborations between artists and fashion.”

6. Highlighting Standout Collaborations

Che shares her personal highlights, including the collaboration with the Matisse estate resulting in Subu slippers adorned with Matisse’s vibrant patterns. She expresses pride in bringing iconic art into functional everyday items, enhancing the lives of MoMA’s customers.

Notable Quote:

• Che Costello (13:43): “Producing the collaboration with the Matisse estate means a lot to me... putting on beautifully designed slippers inspired by Matisse.”

7. Marketing Strategies for Collaborations

Discussing marketing, Che explains the importance of storytelling in promoting collaborations. She details how MoMA Design Store leverages local influencers and authentic narratives to connect products with their rich histories, thereby enhancing customer engagement and brand loyalty.

Notable Quotes:

• Che Costello (14:41): “Storytelling is part of the DNA of what we do at MoMA Design Store.”
• Che Costello (15:44): “We worked with local influencers... they acted as our models for our marketing photoshoot.”

8. Team Collaboration and Curatorial Partnerships

Che highlights the collaborative efforts within her team and with MoMA’s curators. She describes a dynamic process where every product is reviewed for its relevance to current exhibitions and MoMA’s design collection, ensuring a cohesive and high-quality product assortment.

Notable Quotes:

• Che Costello (19:25): “Our exhibitions are always underlying everything we’re doing and thinking about.”
• Che Costello (20:58): “We have these pioneering minds on the curatorial side who are really partners to us as we plan our product assortments.”

9. Challenges and Adaptations

Addressing challenges, Che discusses the complexities of anticipating market trends and managing inventory amid unpredictable factors like shipping delays. She emphasizes the team’s proactive approach in adapting to changing consumer needs and preferences.

Notable Quotes:

• Che Costello (21:05): “Trying to figure out when to hit people with the right messages is always a challenge.”
• Che Costello (25:31): “Managing inventory is always a very intense calculation... having a realistic idea of reorder times is crucial.”

10. Future Outlook and Ambitions

Looking ahead, Che shares her excitement for upcoming projects and the continued evolution of MoMA Design Store. She expresses enthusiasm for sustainable design initiatives and anticipates further innovative collaborations leading up to MoMA’s centennial in 2029.

Notable Quotes:

• Che Costello (26:27): “We’re constantly trying to learn more about materials and manufacturing behaviors that have less impact on the planet.”
• Che Costello (28:07): “We’re already starting to think about MoMA’s centennial year in 2029... it’s going to be a real moment.”

11. Conclusion

The episode wraps up with Jill expressing her excitement for MoMA Design Store’s future endeavors and thanking Che for her insights. Che reiterates her enthusiasm for upcoming collaborations and the store’s mission to blend art, design, and functionality.

Notable Quote:

• Che Costello (29:02): “We look forward to doing more of them in the future... very thoughtful collaborations.”

Key Takeaways:

• Strategic Collaborations: MoMA Design Store excels in partnering with iconic and emerging brands to create unique, art-inspired products.
• Customer-Centric Approach: The store caters to a diverse clientele by offering a wide range of products that blend functionality with aesthetic appeal.
• Storytelling in Marketing: Effective use of storytelling and local influencers enhances the brand’s connection with its audience.
• Future-Oriented: MoMA is committed to sustainable design and is proactively planning for future milestones, including its centennial celebration.

This episode offers a comprehensive look into how MoMA Design Store leverages its vast visitor base and strategic brand collaborations to remain a leading retail destination in the intersection of art, design, and commerce.