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Something Navy's Arielle Charnas and Matt Scanlan on the brand's delayed (and massive) launch
Description
After a pandemic-caused delay, influencer Arielle Charnas' clothing company Something Navy finally relaunched last week as a direct-to-consumer brand, after selling exclusively as a Nordstrom collaboration.
For her and interim CEO Matt Scanlan, it was worth the wait: Online, Something Navy grossed $1 million in just 30 minutes, according to Charnas and Scanlan.
"The velocity and speed of sales totally broke our back end," Scanlan said on the Glossy Podcast.
Charnas has a considerable Instagram following of 1.3 million to thank for the marketing push. In fact, Something Navy didn't spend a dollar on traditional marketing, Scanlan said.
But a massive following can also come with scrutiny. Back in March, Charnas drew criticism for the way she handled a Covid-19 diagnosis -- withdrawing to a house outside of NYC, rather than staying home.
"People wanted me to be more sensitive about what was going on in the world, and I should have been," Charnas said.
Scanlan and Charnas talked about the lessons learned, the future of influencer culture and the new KPIs for a clothing company.