episodic The Fashion Code is a podcast by Grapefox, the leading growth consultancy for fashion brands.

Fashion brands rarely fail because of advertising. They fail because of weak financials, poor strategy, and unstable marketing.

This podcast breaks down what actually works. Unfiltered playbooks and battle-tested insights drawn from working with labels of all sizes, from emerging brands to companies making over $100 million a year.

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

https://grapefox.com

Hosted by Luca Fontani

]]> Fashion Code 2025 The Fashion Code Luca Fontani false Luca Fontani luca@grapefox.com en https://grapefox.com/fontani-luca/?utm_source=podcast&utm_medium=episode-description 82% of brand growth comes from acquisition, not loyalty. Here's 20 years of research that changes everything about how fashion brands should grow.

]]> Why Fashion Brands Should Stop Chasing Loyalty Why Fashion Brands Should Stop Chasing Loyalty 00:16:42 e551241f-d729-4a3f-9f55-0ec7dd178e69 Luca Fontani 4 full false https://grapefox.com?utm_source=podcast&utm_medium=episode-description Wed, 31 Dec 2025 12:18:30 +0000 Most fashion brands blame weak creatives for poor ad performance. The real driver of growth? Reach. Learn why good enough beats perfect.

]]> Why Reach Beats Creative in Fashion Advertising Why Reach Beats Creative in Fashion Advertising 00:04:31 9bc64418-b4e6-4e1c-bc5e-5a9c7ed38124 Luca Fontani 3 full false https://grapefox.com?utm_source=podcast&utm_medium=episode-description Tue, 30 Dec 2025 20:32:31 +0000 Fashion is not software. Discover why relying on Lifetime Value (LTV) is hurting your brand and the 3 cash-flow metrics you should track instead.

]]> Why Lifetime Value is a lie in Fashion Why Lifetime Value is a lie in Fashion 00:03:56 c0fe95c1-51cd-4503-998c-dd3349118c19 Luca Fontani 2 full false https://grapefox.com?utm_source=podcast&utm_medium=episode-description Tue, 30 Dec 2025 15:38:05 +0000 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.

]]> 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) 00:13:23 732d5318-d63a-49e0-8f2d-33baf4ff5e44 Luca Fontani 1 full false https://grapefox.com Fri, 03 Oct 2025 13:01:36 +0000