The Rundown: What ShopMy is really creating, Flared Shorts and Diane Keaton
ShopMy solved what print magazines couldn't track.
Today’s send has it all. ShopMy covers creators, brands, retailers, marketing, media, influencers, Substack, and money. I can’t wait to read the comments from this and I want to know what questions you have around ShopMy and where you think there are opportunities for the business.
I sent my daughter on channel checks over the weekend, and if you are curious about the latest on the Brandy Melville situation, she shared with me that the dressing rooms remained closed and there was still a line out the door waiting to enter the store. The absence of dressing rooms haven’t negatively impacted the shopping experience enough to abandon the store.
In this send: Further exploring the ShopMy model. Plus: flared shorts are everywhere, a hostess gift idea, Comme Si’s shirting assortment grows, Chan Luu, Renngli, Influencers, TIBAL, Urban Outfitters, Diane Keaton and more.
Fresh Receipts
Loving the Kallmeyer pre-fall collection, the taffeta shorts and a great take on the sporty but more refined anorak. The items I’d add to cart are this stripe tee and the blue suede Brunch bag – brilliant with the cinch closure.
After the success of the Tokyo Shopper last year, Parker Thatch followed up with a summer ready, utilitarian, oversized tote in collaboration with Big Night. I would use this as a pool or beach bag, sports-mom tote, or I really love it to fill with a big-instagram-ready-tin-of-chips, cheeky snack spreaders, a tin of olive oil, and colorful dish towels from Big Night and gift to a friend who is having me over at their beach house for the weekend.
Donni’s summer collection launches at 10am PT Tuesday.
A follow-up to Comme Si’s Deep V Shirts and the forever classic La Shirt Classica, Jenni Lee launched her Mandarin Collar Tunic in 4 colors (including the popular Grecian blue).
Isabel Wilkinson Schor’s new Summer Seperates from Attersee are in line with the easy pant direction everyone is dressing (and buying) in. See the Fisherman Pant with the drawstring, the thin elastic waistband on the Slouch pant in cotton, and in a gorgeous silk nylon.
Cesta Collective, the basket bags made by artisans (the brand landed an investment from Meghan Markle) launched a towel dress/cover-up for beach and pool side lounging.
Trend Forecasting
The preppy, slighty feminine, polished Flared Short.
I’m seeing the flared short trickling in to new deliveries. Beyond the easy short – a longer relaxed style, I’m also seeing a fit-and-flare skort silhouette emerge — more playful but still polished.
It is trending again because we’ve seen a return to the country club sports like tennis and golf. This fit and flare silhouette has roots in the 1970’s sportswear of the country club dress code.
Seen here from Chan Luu, High Sport, Renngli, under $100 here, under $120 here, and in denim from Frame. Or an actual skort from Donni. The white denim from Agolde is a solid intro to the category since the flare is more subtle and the denim material in milkshake works for a variety of occasions.
Forecasting: Fit and Flare Shorts The New Shop Floor
The FT’s Kate Finnigan just published a deep dive on ShopMy. The affiliate platform is moving $200 million worth of merchandise every month according to the article. The headline influencers are talking about is that one curator earned $5 million last year and ten earned $1 million. But the more interesting story isn’t the number, it’s what ShopMy is actually disrupting. Let’s break it down…
