Quince Appoints First Head of Brand Strategy and Narrative

"In the new position, Isaacs will be leading Quince's global brand strategy, positioning and storytelling, and is tasked with deepening the San Francisco-based startup's emotional relationship with consumers. Quince has scaled rapidly since its founding in 2018, with sales having doubled to over $700 million last year. But the $4.5 billion company has struggled to shrug off its reputation as a dupe maker."

""When a company is deeply understood, it becomes more durable, and you're giving people a reason to believe in something much bigger than just a product itself," Isaacs said. "It's all about earning trust." Quince, known for selling $50 cashmere sweaters, ships its products directly from factories to minimise middlemen and operating costs. Isaacs joins Quince from Estée Lauder Companies-owned Deciem, parent company of skincare brand The Ordinary, where she served for over eight years, most recently in a three-year tenure as senior director, new global ventures."

Quince hired Dakota Kate Isaacs as its first head of brand strategy and narrative to lead global brand strategy, positioning and storytelling and strengthen emotional ties with consumers. The San Francisco-based company has grown rapidly since 2018, with sales doubling to over $700 million last year and a $4.5 billion valuation. The company faces a lingering reputation as a dupe maker and is pursuing partnerships with A$AP Rocky and stylist Erin Walsh to broaden credibility and become a trusted direct-to-consumer destination. Quince ships directly from factories to reduce middlemen and costs. Isaacs previously led North American expansion and US communications at Deciem.

Read at The Business of Fashion