How To Market Seasonal Products With Long Purchase Cycles

Chief Advertiser

Morgan Decker is the Director of Global Marketing at Andie, a women-led DTC swimwear brand. In her role, she spearheaded initiatives that increased customer acquisition by 25% and improved retention by 18%. With over a decade of experience spanning startups to Fortune 500 companies, Morgan blends creativity with data-driven strategies to drive sustainable growth and customer engagement. She is also a Founding Member of CartStars, an e-commerce platform that streamlines online sales operations for businesses.

In this episode…

Marketing high-consideration, low-frequency products like swimwear presents unique challenges, especially when customer purchases are seasonal, brand loyalty is elusive, and acquisition costs are high. With long purchase cycles and limited buying triggers, how can brands stay top-of-mind and drive consistent growth in a crowded fashion landscape?

Experienced DTC marketer Morgan Decker focuses on brand positioning, generational loyalty, and cross-functional alignment. She emphasizes understanding and controlling consumers’ purchasing triggers and targeting future buyers through mobile app advertising. Morgan also prioritizes data sharing with product teams to inform inventory and creative strategies while operating within a lean and agile marketing structure.

In the latest episode of Chief Advertiser, Samir Balwani sits down with Morgan Decker, Director of Global Marketing at Andie, to talk about navigating the fashion marketing landscape. Morgan discusses how to manage purchase latency, the importance of marketing–product collaboration, and her approach to testing emerging AI platforms.