Every weekday morning, a certain slice of New York opens the same e-mail. Lawyers, bankers, editors, restaurateurs: some of the city's most plugged-in people read Feed Me, the daily newsletter written by Emily Sundberg.
In a few short years, Sundberg has turned a newsletter she started at her desk into one of the most talked-about new media publications in New York. She has built it herself, with a paywall from day one and no outside investors. Feed Me now includes contributing columnists, reader events, merchandise and a podcast.
Her readers are exactly the people fashion brands are trying hardest to reach: smart, sceptical and very aware of how they are being marketed to. That makes Sundberg one of the sharpest outside observers of the industry today.
"I just never underestimate how clued in and informed my audience is, and I never want to speak down to them."
Sundberg joins Amed to talk about building a media business on instinct, and capturing the attention of fashion's most sought after customers.
Key Insights:
- Fashion's customers know exactly how they are being sold to: Sundberg notes that when a strong campaign lands on Instagram, the compliment is increasingly about the marketing itself. "They're in on the bit. They know that they're being sold to," she says. She tells brands to stop recycling the same models and copy, and to assume every campaign will be "dissected, potentially dunked on, on X or Substack or Instagram."
- Pushing a single product can backfire: Sundberg has noticed brands putting all their marketing behind one hero item, such as J.Crew's pink shrunken sweater or a Free People coat she saw 20 women promoting on her feed. "Why would I want to buy that coat if you're pushing it so hard?" she says. Sundberg cites shoppers booking flights to buy Chanel's new collection as "the best case scenario."
- Menswear is how fashion reaches readers who don't work in it: "Almost half my readers are men," Sundberg says, and many of them "actually geek out a lot about how they get dressed every day." Her male readers follow how their favourite clothing companies have changed through bankruptcies, investments and new creative directors. "There's a way to talk about fashion and style to non-fashion people," she says. "And that has become really important."
- Fashion media lacks the independent, authoritative voices that other fields have: Sundberg has trusted experts for restaurants, tech and books, but says: "I don't feel like I have as many of those voices right now in fashion." She worries that people starting Substacks and podcasts aren't being edited. When Amed says fashion media sits too close to the brands it covers, she agrees that too much of it runs on the "same press releases" and is "scared of advertisers."
Three Books Emily Sundberg Recommends:
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