Oct 4, 2026 · 43 min · 12 segments
In this episode of The Orita Podcast, Aaron Schwartz sits down with Liz Hayes, CRM Marketing Manager at MESHKI. In beauty, you predict need. In fashion, you have to understand desire, and that changes…
I mean, if you're going to be doing it, you might as well be excited about it.
By the way, in terms of people who don't know about this, I ran a brand that was a print-on-demand custom manufacturer, and then I started a shipping company that did international shipping.
And so like, I know it always, it depends, but like, how do you think about the differences? How do you think about the customer life cycle, the customer journey? And, you know, I know you're going to be painting with a broad brush and you know so much about this, but how would you kind of distinguish the two?
I think on the surface they seem really similar, right? They're both highly visual.
But moving from beauty to fashion really made me realize, honestly, how much easier retention is in beauty.
So I feel like in beauty you're – You're predicting need, and in fashion, you're trying to understand desire.
Because beauty has so many natural data points, replenishment cycles, product usage, skin and hair concerns, shade, product preferences, routine.
You know, you finish a product, you need another one, and that naturally creates life cycle moments.
There's not that same – The useful signals aren't as obvious and they're not as like structurally built in.
So I think in fashion you have to work a lot harder to create the signals that you need and then interpret them to be actually valuable.
And especially in women's fashion, what you're actually selling is like confidence, it's identity, it's aspiration, it's the version of yourself that you want to be.
I mean, if you're going to be doing it, you might as well be excited about it.
By the way, in terms of people who don't know about this, I ran a brand that was a print-on-demand custom manufacturer, and then I started a shipping company that did international shipping.
And so like, I know it always, it depends, but like, how do you think about the differences? How do you think about the customer life cycle, the customer journey? And, you know, I know you're going to be painting with a broad brush and you know so much about this, but how would you kind of distinguish the two?
I think on the surface they seem really similar, right? They're both highly visual.
But moving from beauty to fashion really made me realize, honestly, how much easier retention is in beauty.
So I feel like in beauty you're – You're predicting need, and in fashion, you're trying to understand desire.
Because beauty has so many natural data points, replenishment cycles, product usage, skin and hair concerns, shade, product preferences, routine.
You know, you finish a product, you need another one, and that naturally creates life cycle moments.
There's not that same – The useful signals aren't as obvious and they're not as like structurally built in.
So I think in fashion you have to work a lot harder to create the signals that you need and then interpret them to be actually valuable.
And especially in women's fashion, what you're actually selling is like confidence, it's identity, it's aspiration, it's the version of yourself that you want to be.
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