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Fashion

Benjamin Massing Breaks Down the Real Reasons Fashion Brands Fail

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Conversations about why clothing brands often fail circle back to the same operational suspects. 

Wrong quantities ordered, bad tech packs, poorly constructed samples. 

These things matter. 

They are not, however, what separates the brands that build something lasting from those that quietly fold after one collection.

The Field of Dreams Problem Nobody Warns You About

“Build it and they will come” works in the movies. In business, it gets you a beautiful product and no customers.

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A strong product with no marketing strategy behind it is, in practice, invisible. No amount of craftsmanship compensates for an audience that does not know you exist. 

The brands that break through treat marketing as a structural element of the business, not something figured out after the samples are approved. They know who they are talking to. They know why that audience should care. They have a reason for existing beyond the designs themselves.

“If a brand comes to market, who’s behind the brand? What’s the brand mean? What does it stand for?” Benjamin Massing, owner at the Massing Group, asks. “Your brand needs an ethos at this point that a consumer can connect with.”

True brand loyalty fell 5% between 2024 and 2025, according to the SAP Emarsys Customer Loyalty Index, a signal that consumers are increasingly indifferent to brands that give them nothing to hold onto.

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A clothing line without a point of view is a collection of garments. There is a difference. In an oversaturated market, the brands that cut through are the ones that stand for something specific enough to be worth paying attention to.

Getting Out of Your Own Way Is a Skill Most Founders Underestimate

Apparel manufacturing is a human process, and human processes have tolerances. A seam sits a millimetre off. A dye lot comes back slightly different. A finish does not match the original sample exactly. These are realities of production, not failures. Founders who cannot accept that distinction spend months chasing a standard that does not exist in practice, and they never launch.

“You have to have a level of tolerance in this process, or else you get hung up in the minutia, and you never launch product,” says Benjamin Massing

Over-designing. Spending resources pushing a collection into increasingly niche aesthetic territory that serves the founder’s taste more than an actual customer’s. The goods stop being wearable. The audience narrows to a point where commercial viability disappears.

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Some people, Massing notes, “can’t get out of their own way.” 

Brands That Actually Break Through Look Like This

The founders who make it share a set of characteristics that have nothing to do with how good their first collection is. They understand that an initial launch is just that, a launch. What comes after is the actual work. They are willing to take feedback from people who know merchandising and retail better than they do, and they act on it rather than defending their original decisions.

“They are persistent because it’s not gonna happen overnight,” Massing says. “You’re bringing a product to market, for the first time, you have to look at this first drop or launch as a test, as research, and based on the response, tweak your next approach”

What sustains them through that early uncertainty is coherence. Their brand identity holds across the design, the messaging, and the way they present themselves in the market. Nothing feels disconnected. Customers can feel what the brand is about without having to be told.

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Benjamin Massing draws a specific contrast here. Brands that obsess over margins too early, founders who, as he puts it, “saw a TikTok claiming 70% margins are the baseline”, often price themselves out of the relationship-building phase.

His advice cuts against that instinct. 

Take a lower margin at the start. Make the product accessible. Get it into people’s hands. 

“Get in with the customer, gain the trust, let them feel the goods, let them understand there’s quality there, and now you have someone paying attention to you.”

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Real estate in a customer’s wardrobe is worth more than a margin percentage on a spreadsheet.

Factory Floor Perspective Most Founders Never Get Access To

Working closely with a domestic manufacturer means being in the room where decisions get made. Understanding why a pocket sits a certain way. Knowing what fabric construction produces the result you are chasing. Seeing quality as a process rather than an outcome.

“When you do things domestically, you’re in the kitchen,” Massing explains. “You’re not just sitting at the table getting served the food.”

Founders stop thinking about their product as a finished object and start thinking about it as something built, with decisions behind every element that can be made better or worse depending on the choices involved. 

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The brands that figure this out early have a story worth telling. They end up with something most founders have to manufacture later, a real story about what they built and why it holds together.

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Fashion

Kylie Jenner’s KHY Campaign Feels Like a Summer Secret

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Kylie jenner khy summer 2026 collection
Kylie jenner khy summer 2026 collection

Kylie Jenner’s New York apartment becomes the set for Dear Summer, Love Khy, KHY’s new campaign starring Jenner in a …

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Fashion

Three Travel Storytellers Changing How We Explore The World

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Travel content has never been more accessible. Every scroll brings a new destination, hidden gem, or bucket-list experience to our screens. Yet among the sea of travel content creators, a few stand out for their ability to tell meaningful stories, inspire curiosity, and encourage travellers to look beyond the obvious. This month, we’re shining a spotlight on three creators who bring very different perspectives to travel: Pól Ó Conghaile, Tara Povey of Where Is Tara?, and Sarah Slattery, The Travel Expert.

Pól Ó Conghaile

Few travel creators combine journalistic depth with visual storytelling as effectively as Pól Ó Conghaile. Pól is the Travel Editor at the Irish Independent and a regular contributor to National Geographic Traveller. Over a career spanning more than two decades, he has become one of Ireland’s most respected voices in travel media.

Pól uses his Instagram presence to focus on the stories behind places. Rather than simply showcasing each location, Pól highlights the communities, cultures, and personalities that shape them. His content often reveals a side of destinations that guidebooks overlook, encouraging followers to travel more thoughtfully and connect more deeply with the places they visit.

Tara Povey, Where Is Tara?

Tara Povey, the creator behind Where Is Tara?, has built a loyal following through a blend of travel, adventure, wellness, and luxury experiences. Her content captures the excitement of exploration while remaining refreshingly honest and relatable.

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From city breaks and wellness retreats to long-haul adventures, Tara’s content demonstrates that travel can be both aspirational and accessible. Her ability to balance beautiful imagery with practical insights has made her a trusted voice among travellers looking for authentic recommendations.

Sarah Slattery, The Travel Expert

Sarah offers followers a mix of destination inspiration, travel advice, accommodation highlights, and practical tips. Followers can discover new places while also gaining useful insights that make trips easier to plan and enjoy.

What sets Sarah apart is her approachable style. Content feels less like a glossy brochure and more like advice from a well-travelled friend, someone who knows the shortcuts, hidden gems, and insider tips that can elevate an ordinary trip into a memorable experience.

In a digital world filled with travel content, authenticity has become the ultimate currency. Pól Ó Conghaile, Tara Povey and Sarah Slattery each bring something different to the conversation.

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Suit of the Week: BOSS

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light tealish greenish blue suit

This post may contain affiliate links and Corporette® may earn commissions for purchases made through links in this post. As an Amazon Associate, I earn from qualifying purchases.

light tealish greenish blue suitlight tealish greenish blue suit

For busy working women, the suit is often the easiest outfit to throw on in the morning. In general, this feature is not about interview suits for women, which should be as classic and basic as you get — instead, this feature is about the slightly different suit that is fashionable, yet professional. Also: we just updated our big roundup for the best women’s suits of 2026!

It’s feels like an age since we’ve featured a suit from Hugo Boss! I really like this color — would we call that pale teal? seaglass? The brand’s name for the color is “Reef,” which doesn’t seem descriptive. (Actually they probably wanted to avoid naming the color Algae, which, fair.)

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In any event: this feels like a nice twist on a light blue suit, and I can see it being really lovely in spring and summer — and I even think you could bring it into fall with darker colors like a navy, black, brown, or even some almost-black shades of purple.

The suit is listed as being “water repellant,” which also confused me at first — the product page touts that you can “seamlessly transition from the boardroom to the taproom no matter what the weather has in store.” But… if you knew rain was in the forecast, wouldn’t you just bring an umbrella? But I do guess it’s a nice attribute to have!

My guess is I wasn’t the only one confused by the “water repellant” descriptor — because the suit is on a great sale. The blazer is 60% off with lots of sizes left; also marked down are matching pants in both an ankle cut and bootcut, as well as several dresses and matching tops. (There is also a double-breasted blazer and wide leg pant in the color, both full price.) The suiting pieces are $99-$649, all at Nordstrom.

Sales of note for 6/5:

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Jimmy Choo Father’s Day Gifts

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Jimmy Choo Father's Day Gifts

Jimmy Choo Father's Day Gifts

This Father’s Day, celebrate the special father figure in your life with a gift that blends sophisticated design with timeless appeal. Our curated selection of Jimmy Choo pieces features the latest arrivals from the...

The post Jimmy Choo Father’s Day Gifts appeared first on Pynck.

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Introducing the COS Vacation Wardrobe – Comfort and effortless style

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COS

Introducing the COS Vacation Wardrobe showcases a thoughtfully curated collection of packable essentials designed for warm-weather escapes. Blending timeless silhouettes with lightweight fabrics, the collection focuses on versatility, comfort, and effortless style. From relaxed tailoring to easy-to-wear separates, these pieces are crafted to transition seamlessly from daytime adventures to evening occasions. Ideal for modern travelers, the edit offers practical yet refined options for sun-drenched destinations.


COSCOS

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THE VACATION WARDROBE

Sleek silhouettes and airy fabrics encapsulate the essence of the resort wardrobe. Intentionally minimal pieces for coastal vacations and weekend escapes.


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A WARDROBE OF PACKABLE PIECES FOR SUN-DRENCHED DAYS


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please do contact us anytime by clicking here

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Kaftans for Every Hour of Summer

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Kaftans for Every Hour of Summer

Cristiano Marcheli KaftanJanesso Leone Hat, Celine Sunglasses (old, similar here and here)

There is no piece I return to more in summer than a kaftan. I wear one at home while working, pack one for every trip, and love knowing it can go from a morning by the pool to dinner later that evening without missing a beat. It has the breezy appeal of a cover-up, but the right version feels every bit as worthy of a reservation.

Natalie Martin Dress

Naturally, it’s the color and pattern that make one kaftan stand out to me over another. An all-over palm print, graphic stripe, richly colored paisley, saturated silk, or fringe that adds movement gives an otherwise casual silhouette a sense of occasion. Worn with a wide-brim hat and flat sandals, it’s perfect for an afternoon in the sun, and once it’s time to head to sunset cocktails, a sculptural earring, layered necklace, or smaller bag carries it beautifully into the evening.

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Tips for Packing for a Move

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This post may contain affiliate links and Corporette® may earn commissions for purchases made through links in this post. As an Amazon Associate, I earn from qualifying purchases.

A black-and-tan dachshund in a brown cardboard box

These tips for packing for a move come from my very recent experience — I (and my teenager) have only been in the new place for two months. After my divorce (see my advice on what to do when you file) was finalized in January 2026, and my ex-husband moved out of the home we’d shared for 18 years, I starting preparing to move, too.

I knew this move would be a lot (partly due to the emotional aspect), but it ended up being more work and more stressful than I expected. The last time I moved as a single person, which was for my first “real” job, I didn’t have a ton to bring because I hadn’t accumulated much yet. (IKEA definitely came in handy for that first apartment!)

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That’s why I wasn’t prepared for the amount of packing I’d have to do this time around. (Fortunately, my mother, who is retired and only lives 10 minutes away from the house we left, did a lot of packing this time for me (huge thanks, Mom!).

Most of us hate moving, and packing can seem never-ending as it eats up most of your free time (ALL of it, by the end). Through my exhausting experience, though, I’ve come away with lots of packing tips to share.

Tips for Packing and Unpacking When You Move

Start Early — No, Earlier

I cannot emphasize this enough. Start EARLY to save yourself some stress (and panic, chaos, and so on). When you’re already busy with work, family, and more (and especially if you’re a procrastinator like I am), it’s easy to keep telling yourself you have PLENTY of time left. Personally, I should have started packing and decluttering much, much earlier.

The drawback is having to be surrounded by boxes of your stuff for even longer, but if it’s feasible, it’s worth it. We moved out of a single-family home, but if you have an apartment or other small living space and don’t have much room for piles of boxes, just remember that you’ll eventually end up living with the same number of them anyway. Plus, you’ll improve your Tetris skills!

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Disclaimer: I was pretty lucky — I got the keys to our rental a few weeks before moving day, and we didn’t put our house on the market until after we moved, so we didn’t need to do everything in a single day.

{related: what is your best decluttering advice?}

Get Rid of As Much Stuff As You Can

You know those people who say, long after moving, “Yeah, we still have boxes we haven’t even unpacked!” — and they don’t even remember what’s inside? Don’t be them. Be ruthless about getting rid of things you don’t need.

I’m in my town’s “community giving” Facebook group, and even though I’ve been getting rid of TONS of stuff through there over the years, plus donating to Goodwill, etc., I never realized how much I could still get rid of. As I was packing, I gave away, donated, and sold (FB Marketplace ftw!) MANY items, but even post-move, I found even more that either wouldn’t fit in our new place, a townhouse, or were just unnecessary. (Who needs that many lamps?!) So, I’ve continued!

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Be strict when you ask yourself, “When’s the last time I used this? Will I ever use it again?” My three handy questions for purging belongings are: “Do I really need this?”, “Is this sentimental?” (take a photo before ditching it!), and “Could someone else use this?”” Also helpful are: “Could I buy one of these again in the future, or borrow one?” Alternately, try the “poop rule” (ew).

{related: decluttering, selling, donating, Kondoing, and more}

Choose Your Labeling Strategy

If you’re hiring a moving company, like I did ($1,700, ouch, but worth it), ask how they prefer you label boxes, as well as the maximum weight of each.

Instead of labeling boxes “dining room,” “living room,” etc., I used tape for color-coding. I made three cardboard signs that showed the color key: one to refer to during packing, and two to post for the movers at the new place. Next to each room name, I stuck a piece of the coordinating color of tape.

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I used duct tape and masking tape (also called artists’ tape) for color-coding — and for speed’s sake, I tore instead of cut it. I placed a tape piece on each side of the box, plus the top. FYI, Michaels has a large selection of tape colors, and if you do need scissors, nonstick ones are perfect for cutting tape! I also bought this roll of 500 (!) “fragile” stickers and later passed on the excess.

On each box, I used a wrote the general contents with a black marker (“mugs,” “tote bags,” etc.), and even though it takes longer, it’s ideal to write this not just on the top flaps, but every side. (I ran out of time for this, d’oh!) When boxes are piled up in your new place, it’s a pain to search for certain items when you can’t see the tops. When I had to hurriedly throw unrelated stuff together in boxes (again, ran out of time), making it tough to summarize, I wrote each lengthy list on a post-it on the top and taped over it with packing tape.

{related: what to consider if you’re thinking of moving to the suburbs}

Buy More Supplies Than You Think You Need

It’s a giant pain to be in the packing groove and suddenly run out of packing paper, boxes, or tape, or have your last Sharpie dry out (ask me how I know). Gather a lot more supplies than you expect to need — you can get much of it for free, and you can always pass it on later to a grateful person.

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Here are the best things to have on hand:

  • open-top plastic crates/baskets: These are great for transporting stuff in your car, but clearly not ideal for the moving truck.
  • large plastic totes with lids: These are nice for sheets, blankets, towels, etc., because they keep things clean, and the totes won’t get too heavy. Clear sides are always helpful in general.
  • LOTS o’ moving boxes: Trust me, get FAR more than you need, if you have the space to store them. I ran out at least a few times and had to get more, which was annoying. Check your local free groups, FB Marketplace (some boxes are free, some aren’t), and of course, every mover’s friend, the liquor store.
  • packing materials like packing paper, newspaper, and bubble wrap. Rags, towels, clothes, and cloth napkins can do double duty. Again, check Facebook if you’re on it — I don’t think I had to pay for any packing stuff. (Packing peanuts, even the eco-friendly kind, make a big mess and aren’t really worth it.)
  • misc. supplies like bungee cords, binder clips, zip ties, post-it notes, a pad of paper, plastic wrap or foil for certain kitchen items), giant tote bags (like IKEA bags), and large trash bags, especially for moving clothes.

{related: buying a home: tips and tricks}

Make a Packing Kit

I really don’t want to know how many hours I wasted looking for things I “lost” somewhere in the house: tape, scissors, pens, markers, my phone, etc. It was so frustrating! Too late, I realized that a portable “packing kit,” though kinda dorky (I mean, who’s watching, anyway?) would have been hugely helpful, especially when I was wearing clothes without pockets. (I did a lot of packing in pajamas!)

So, to avoid wasting time like I did, consider wearing a fanny pack / waist pack containing all the small essentials. Has anyone done this? Do tell.

{related: the Type A guide to moving (our best moving tips!)}

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Readers, what are your best packing tips for a move? Do you typically hire professionals? What are your favorite ways to get rid of things pre-move?

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Wednesday’s Workwear Report: Featherweight Cashmere Pointelle Cardigan

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This post may contain affiliate links and Corporette® may earn commissions for purchases made through links in this post. As an Amazon Associate, I earn from qualifying purchases.

A woman wearing a pink button-front cardigan and black pantsA woman wearing a pink button-front cardigan and black pants

Our daily workwear reports suggest one piece of work-appropriate attire in a range of prices.

J.Crew has been bringing back several old favorites in its Icons collection. I think the idea is to introduce a new generation to some of the “throwbacks” that made J.Crew what it is today, but I’m using it as an opportunity to replace items that have been hanging out in my elder millennial closet for 15+ years.

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This pointelle cardigan is a perfect weight for summer and comes in so many gorgeous colors that you may want to grab more than one. This “neon snapdragon” would bring a summery pop of brightness to my usual grays and blacks. 

The sweater is $168-$178 at J. Crew and comes in sizes XXS-3X. 

Sales of note for 6/5:

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Mommy and Me Outfits for Summer That Are Actually Chic

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Mommy me summer outfits featured

Mommy and me summer outfits work best when they stop trying to match and start sharing a mood. The whole …

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For Love & Lemons is Peak Beach Goddess for Summer

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For love lemons summer 2026
For love lemons summer 2026

For Love & Lemons summer 2026 makes the season feel like a secret washed up on shore. The brand’s new …

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