Nicole Tapscott, Chief Commercial Officer at Knix, unveils how authenticity reshapes the intimate apparel industry. With 20 years in consumer branding, she discusses the power of celebrity partnerships, like Kristen Bell's, to foster genuine connections. Tapscott emphasizes the need for brands to meet customers wherever they engage, from TikTok to retail stores. She shares how customer vulnerability drives innovative product development and the importance of building emotional connections for lasting brand loyalty.
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insights INSIGHT
DTC Is Table Stakes
DTC is no longer a differentiator; it's table stakes and widely accessible thanks to tech and logistics improvements.
Next-gen brands are channel-agnostic and succeed by meeting customers where they already are.
volunteer_activism ADVICE
Choose Channels Based On Customer Economics
Meet customers where they want to shop instead of insisting on only one channel.
Consider wholesale or retail partners when acquisition costs make pure DTC uneconomical.
question_answer ANECDOTE
Kristen Bell Was Already A Customer
Kristen Bell had been a Knix customer for a decade and organically loved the brand before the campaign.
That real relationship made the You're Good campaign feel authentic and resonant.
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Nicole Tapscott, Chief Commercial Officer at Knix, dissects the anatomy of category disruption in an era where authenticity trumps algorithms. Drawing from two decades of scaling high-growth consumer brands like Casper and Mejuri, Tapscott reveals how Knix has redefined the intimate apparel industry into a movement of destigmatization through authentic celebrity partnerships. The conversation unpacks strategic insights on navigating the post-DTC landscape, premium retail expansions, data-driven personalization, and omnichannel orchestration—essential intelligence for building next-generation brands that thrive on vulnerability. PLUS: We talk Knix’s latest campaign with Kristen Bell and the first U.S. store opening in New York City.
Customers Are Already Telling You the Answer
Key takeaways:
Next-gen brands prioritize channel agnosticism over DTC exclusivity - Success comes from meeting customers where they are, whether that's TikTok Shop, Nordstrom, or intimate retail experiences designed for vulnerable conversations.
Cultural barrier-breaking requires authentic celebrity partnerships - Kristen Bell's decade-long customer relationship with Knix created campaign authenticity that audiences could immediately sense, proving that real relationships trump transactional endorsements.
Product innovation emerges from customer vulnerability - Knix's best product developments, from ultra-thin technology to natural fiber collections, stem directly from customer feedback about their most personal needs and experiences.
Physical retail serves emotional commerce needs - In categories requiring trust and education, stores become "vulnerability corners" where trained staff facilitate intimate conversations that e-commerce cannot replicate.
Mission-driven marketing survives economic pressure - As consumer spending tightens, brands with clear purpose and authentic intention will outperform those focused solely on transactions.
Key Quotes:
"DTC is no longer a differentiator. It's just table stakes. These brands are no longer defined by how they sell their product, but why they sell, and how they integrate into a customer's life." - Nicole Tapscott [00:08:35]
"The best campaigns are based on a true insight and great representation... someone that really represents that message in a real authentic way." - Nicole Tapscott [00:15:51]
"Listen to the customer. They're usually telling you the answer... The if you build it, they will come mentality of former businesses does not work. You actually have to build it where they want it." - Nicole Tapscott [00:51:16]
Future Commerce