StockX has shifted the way the resale market operates. Sneaker culture is at an all-time fever pitch, with limited collaborations no longer being just statement fashion items, but potential investment opportunities for the shrewd collector. This move from a standard style to a more unique, limited, and exciting aesthetic isn’t just limited to sneakers—it’s moved to apparel and even redeemable tokens for your online presence. StockX has grown by adapting and moving with this new, exciting wave and giving access to it in a way that the online commerce world has never known before. 

In today’s episode of The Speed of Culture, Matt Britton talks to Deena Bahri, CMO at StockX, about the unique shift in buying attitudes for cultural consumer products. 

Bahri is an expert marketing officer with over 20 years of experience at brands such as Juceiro, Birchbox, Helix, Gilt, The Ladders and Reebok International. As the first-ever chief marketing officer for online resale outfit StockX, she has identified new trends and leveraged new technologies to determine how resale culture has shifted, what their customers can offer them and what they can offer their customers. 

Key Takeaways:

• (06:13 – 06:56) Marketing as an art and a science—Bahri believes that the true job of a marketer is a mix of both fields. Using hard data only gets you so far, but finding new ways to utilize that data and producing a new, exciting strategy is an art form.

• (13:45 – 15:00) Leveraging new technologies—StockX worked closely with Discord as both companies were on the rise. The launching of a new server became a giant hit, with 20,000 users in the channel giving the company a direct line with its consumers, as well as giving their consumers a platform to discuss their own transactions and ideas.

• (15:49 – 17:00) Careful curation—When offering limited edition or specialist items, it takes thoughtful curation of these ideas to make sure they are where the consumer wants them when they want them. Bahri discusses how partnerships with the likes of Coachella and local brands are vitally important in this cultural shift