When I worked at MADE.com, I wish I had known this snippet of wisdom from
Diego Fria
When it comes to Luxury Fashion, from the outside, the marketing and eCom teams seem to be at the mercy of the brand teams.
This is the question jake newbould and I posed to Diego on our latest episode of the eCom Sessions podcast about his experience working at Toteme, Stussy, and now Jaded.
Paraphrasing answer: "When he first started his career, he thought like this, but over time, his view changed. Marketers should focus more on selling the brand; the products will sell themselves."
The era of hyper-tracking has caused marketers to focus too much on the bottom of the funnel (products and SKUs) and not enough on supporting brand building.
🎧 Listen to more on working with brand teams, scaling internationally, and how Diego approaches his first 30, 60, and 90 days in a new role. Full show notes are below, I hope you enjoy listening!
How do you grow a fashion brand with fans while balancing luxury, exclusivity, and international expansion?
Diego Fria, Commercial Director at Jaded London, joins Ecom Sessions to break it all down.
From his experience at Stüssy, Toteme, and Jaded, he shares unfiltered insights on scaling a brand globally, why Korea is the new China for fashion, and the delicate balance between paid marketing and organic brand-building.
🔹 Why the best eCom brands sell their brand, not just products
🔹 Building your own reputation so you don't need a CV anymore
🔹 What makes Korea the next big luxury fashion market
🔹 Paid vs. organic—why over-investing in paid is a dangerous trap
🔹 How to approach international expansion the right way (and common pitfalls to avoid!)
🔹 AI in fashion: Overhyped or a real game-changer?
This episode is packed with real-world eCommerce insights, career lessons, and Diego’s take on what makes a great brand truly stand out.
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