How Vessi Sells Waterproof Shoes

Vessi's Director of Ecom, Ray Hua, discusses the brand's evolution and marketing strategies. Vessi, known for its waterproof sneakers, initially targeted communities like healthcare workers and teachers, discovering product-market fit through influencer marketing and collaborations. The brand balances paid and organic influencer strategies, with a growing interest in TikTok Shop. Marketing efforts are tailored to different markets, emphasizing Canadian roots in Canada and product benefits in the U.S. While Meta remains a key channel, diversification is explored. Experimentation with apparel led to popular waterproof gloves, but the focus remains on footwear, expanding through wholesale partnerships while postponing Amazon integration due to operational changes. AI is being integrated internally for influencer identification, ad copy iteration, and coding assistance.