What's Next for a Brand?

While the pandemic caused many proverbial doors of opportunity to close, other doors were pushed open. That was the case for Talia Handler, CMO of men's basics brand Mack Weldon. Handler, who most recently worked as an e-commerce strategy consultant at TikTok, jumped from the agency side of marketing to her new position at 10-year-old Mack Weldon in May 2021. 

"We benefited from working from home -- from people who want to be comfortable, but still look great," said Handler of the digital-first brand's latest campaign, on the Glossy Podcast. "It has been amazing to see that growth over the past few months with our new integrated campaign and our more integrated go-to-market approach."

The TV-centric campaign Handler was referring to was centered on "the expression 'buy some time' [and also] what we now call our Daily Wear System, which is the sum of all the parts of everything that we make that works together," she said. Since its launch in 2011, the brand has expanded it product line from underwear to T-shirts, socks and sweatpants that together "produce radically efficient wardrobing," Handler said.

For Handler, taking on a new role at the company during the pandemic carried more benefits than not, including engaging with its "amazing brand fans," she said. "We bring in our customers not to help us design a product, but to help us perfect it for the uses that they want to apply it towards," said Handler.