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Fashion Code

Fashion Code

By: Luca Fontani
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About this listen

Welcome to The Fashion Code, a podcast by Grapefox, a marketing consultancy that only works with fashion brands.

Over the last decade, we've worked with more than 100 brands—from startups to companies making over $100 million annually.

Here's what we've learned: Fashion brands rarely fail because of advertising. They fail because of weak financials, poor strategic choices and unstable marketing.

In this podcast, we crack the code on what actually works.

No fluff. Just real talk about building fashion brands that last.

https://grapefox.com

2025 The Fashion Code Art Economics
Episodes
  • The Marketing Funnel is Dead (And Why Fashion Brands Keep Believing in It)

    The Marketing Funnel is Dead (And Why Fashion Brands Keep Believing in It)
    Oct 3 2025

    The marketing funnel is a lie. In this episode, we break down why the traditional funnel doesn't reflect how people actually buy fashion—and what actually works instead.

    We explore the 95:5 rule (only 5% of your market is ready to buy right now), Google's "Messy Middle" research, and why mental availability beats conversion optimization every time.

    If you're tired of chasing short-term wins and want to understand how fashion brands actually grow, this is where we start.

    Key topics:

    • Why marketing gets blamed for everything (and why that's wrong)
    • The 95:5 rule and what it means for fashion brands
    • The Messy Middle: how customers actually make decisions
    • Mental availability vs. conversion funnels
    • The 60/40 framework for sustainable growth
    • Why you need to fix your economics before scaling marketing

    If you own or operate a fashion brand and want help turning these insights into actual growth, visit grapefox.com.

    We've worked with over 100 fashion brands in the last decade—from startups to companies making over $100 million annually—helping them fix their economics, build sustainable marketing, and scale profitably.

    Check out grapefox.com to learn more.

    Thanks for listening to The Fashion Code.

    See you next time.
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    13 mins
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