Hamilton has over 20 years of experience, with 14 years spent at Adidas, most recently serving as Director of Sales Development.

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Hamilton will be responsible for developing trade and e-commerce strategies, working alongside the company’s CEO, Ben Gallagher, CPO, Joe Gallagher and COO, Oliver Millar.

His appointment to Luxe Collective comes ahead of a busy year for the British reseller, which is preparing for expansion, following investment from Steven Bartlett on BBC’s Dragon’s Den.

Commenting on the appointment, CEO Ben Gallagher said: “Andy’s appointment has been a great moment of reflection. The realisation that this business, which originated in the spare bedroom of mine and Joe’s parent’s house, now holds appeal for such high-calibre talent – it’s crazy.

“We’re excited about Andy joining our team and anticipate leveraging his seasoned knowledge to propel the brand forward. To think I was purchasing Adidas products as a teenager and now, we’re collaborating with the person who once directed those sales, it’s honestly surreal.”

Hamilton added: “I’ve been keeping an eye on the successful growth of Luxe Collective for several years so to be asked to join and play an active role is a genuine honour.  I hope to be able to help provide some of the necessary experience and leadership qualities in 2024”

Recently, we sat down with Gallagher to discuss the brand’s journey, innovative but “attention-seeking” marketing strategies and embracing controversy.

Read the full interview HERE.

The post Luxe Collective appoints first Chief Trade Officer appeared first on Mobile Marketing Magazine.

Pre-loved luxury retailer, Luxe Collective which recently secured funding for Dragons Den has celebrated a successful pop-up activation at Liverpool ONE.

Marking the brand’s first activation in Liverpool, the immersive ‘Real vs. Fake’ experience challenged members of the public to distinguish a real designer Louis Vuitton handbag from a fake one.

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 The pre-loved platform, which was founded by brothers Ben and Joe Gallagher in 2018, allows customers to buy and sell luxury items through carefully curated social media content and a meticulous authentication process.

Luxe Collective Co-Founder and Head of Social Media, Ben Gallagher said: “Showcasing Luxe Collective at our Real vs. Fake event in Liverpool ONE last weekend was a huge leap forward in our brand journey.

“It was great to meet our followers face to face, share stories and get to know our community better. Coupled with our appearance on Dragon’s Den and significant investment earlier this month, we’re moving in a strong direction, and we’re excited to see the success we can achieve in 2024.”

Recently, Gallagher sat down with Mobile Marketing Magazine to discuss the brand’s journey, innovative but “attention-seeking” marketing strategies and embracing controversy.

Read the full interview HERE.

The post Luxe Collective debuts successful OOH activation at Liverpool ONE appeared first on Mobile Marketing Magazine.

Luxury resale platform Luxe Collective has announced it is entering BBC Dragon’s Den.

The company, which currently has 488k Instagram followers and 1.5M on TikTok has revealed the founders of pre-loved powerhouse have geared up to face the formidable panel of business moguls on the BBC television show.

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Commenting on the move, Luxe Collective CEO Ben Gallagher said: “We are excited to be part of Dragons’ Den, a platform that has been instrumental in shaping the trajectories of many successful businesses.

“This opportunity allows us to present our vision to a wider audience and gain insights from some of the most accomplished business minds in the industry.”

This comes as Gallagher recently sat down with Mobile Marketing Magazine to the brand’s journey, innovative but “attention-seeking” marketing strategies and embracing controversy.

“Being loud, controversial and going against the norms of what pre-loved luxury means is why we have seen immense growth,” Gallagher claimed.

This is evident as the company grew 100,000 followers last month, by simply tweaking its strategy.

“If everyone is on the same path and you go odd on a different one, all eyes are going to be on you as curiosity will be peaked,” he continued.

The post TikTok famous Luxe Collective ventures into BBC’s Dragons Den appeared first on Mobile Marketing Magazine.

Strategically choosing platforms

Currently, Luxe Collective has 488k Instagram followers and 1.5M on TikTok, an impressive feat considering the brand’s origin on the Meta-owned platform.

Emphasising the pivotal role of social media, he highlights its affordability and its crucial function in attracting attention to its products.

“Instagram is used for conversations and engagement and TikTok is used more for brand reach and growth,” he says.

However, Gallagher admits the company’s dynamic approach aligns with the specific goals each platform serves in its overall strategy.

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Disruptive marketing post-social media

The luxury platforms’ disruptive marketing isn’t defined to the digital realm, Gallagher reveals.

This comes as, the team recently launched an unconventional marketing campaign involving a fake Anna Wintour, where the “Editor-In-Chief” of Vogue was spotted walking around Manchester in time of Chanel’s hotly anticipated Metiers d’Art show, emphasising the brand’s shift toward low-cost, high-impact campaigns.

“Dressing someone up as the fake Anna Wintour and walking around Manchester is very cheap to do and has a high impact,” he says.

However, Gallagher admits he didn’t reach the targets he set out for the campaign, as grocery giant Aldi, had a similar idea, instead, dressing a fake Kate Moss to promote its offering during the Chanel show.

He states: “If Aldi had the same campaign as us and they were the first mover on it, they’re always going to come out on top unless we continue to cause more disruption and get our name out there as disruptive marketers”.

Embracing controversy and cancel culture

“Being loud, controversial and going against the norms of what pre-loved luxury means is why we have seen immense growth,” Gallagher claims.

This is evident as the company grew 100,000 followers last month, by simply tweaking its strategy.

“If everyone is on the same path and you go odd on a different one, all eyes are going to be on you as curiosity will be peaked,” he continues.

“Every campaign we do is never going to be everyone’s taste, even within the company not everyone is going to be on board, but, to get to the 20% of the population who are our audience, we have to break down that 80% first.

“As long as your intentions behind the campaign are good, then respectfully, cancel culture, in the kindest way possible, can fuck off,” he jokes.

Future partnerships and expansion

Earlier this year, Luxe Collective opened up its first-ever pop-up store in London, footsteps away from luxury designers Louis Vuitton and Hermes, hosting a range of pre-loved designer items from the likes of Fendi, Chanel and Dior.

He reveals that when launching, Luxe Collective skipped traditional out-of-home marketing, relying solely on social platforms and emails.

The result? An 800-person queue, showcasing the “power of social media in driving real-world engagement.

Despite not having any plans for more pop-up stores in the near future, Gallagher hinted at potential partnerships with major department stores but emphasised the need for “nimbleness and speed” as a startup.

He says: “In the past, we might have perceived a partnership with a department store as an enormous achievement, however, in reality, such collaborations often impact our progress and serve as distractions.

“I can’t help but wonder if these larger companies are intentionally slowing us down, recognising that we’re moving at such a rapid pace,” he questions.

As a result, he expresses a desire to collaborate but asserts that Luxe Collective’s focus remains on its disruptive journey.

As Luxe Collective looks to the new year, the brand’s Co-Founder Head of Social Media envisions a future marked by disruptive marketing campaigns, a continued social media presence, and a steadfast commitment to its unique brand identity.

The post Interview: Luxe Collective CEO on disruptive marketing beyond social media appeared first on Mobile Marketing Magazine.