INSOMNIAC: Streetwear Brand & Growth Marketing Experiment

As the Founder & Growth Lead of INSOMNIAC, I developed and executed a lean streetwear brand launch, focusing on supply chain optimization and innovative micro-influencer marketing strategies. The project served as a real-world laboratory for testing various growth hypotheses in the competitive fashion e-commerce space.

Strategic Development & Operations

Led end-to-end brand development and operations, with particular focus on solving the primary challenge in streetwear: supply chain optimization. Established direct manufacturing relationships and quality control systems, resulting in superior margins and product consistency. Implemented comprehensive inventory management systems while maintaining luxury positioning through value-driven pricing strategy.

‍Key Achievements:

• Built scalable supply chain infrastructure
• Established quality control protocols
• Developed automated inventory tracking systems
• Created sustainable margin structure

Growth Strategy & Implementation

Pioneered a micro-influencer network model that proved more effective than traditional paid advertising. Developed a systematic approach to influencer onboarding and management:

‍Network Development

• Created scalable influencer onboarding system
• Established performance-based compensation structure
• Implemented content creation guidelines
• Developed lead generation playbooks

The most significant innovation was our approach to micro-influencer management. Rather than treating influencers as mere promotional channels, we developed a comprehensive system that:

• Reduced friction in content creation
• Provided clear paths to compensation
• Created measurable performance metrics
• Established scalable communication protocols

Marketing Innovation

Identified critical e-commerce conversion factors and developed solutions:

• Built multi-touch attribution model
• Created content-driven conversion funnels
• Established brand positioning through organic content
• Implemented community-driven growth strategies

Key Learnings & Skills Developed

Growth Marketing:

• Micro-influencer network development and management
• Content-driven conversion optimization
• Community-based brand building
• CAC:LTV optimization strategies

Operations:

• Supply chain optimization
• Quality control systems
• Inventory management
• Margin structure development

This experiment provided valuable insights into scalable growth strategies, particularly in:

• Building and managing influencer networks
• Developing effective e-commerce funnels
• Creating sustainable operational systems
• Optimizing customer acquisition costs

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