Building a Community-Driven Brand Through Customer Videos
Discover how Never Fully Dressed uses raw live video and UGC to boost AOV, engage their community, and turn e-commerce shoppers into loyal buyers.
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Building a Community-Driven Brand Through Customer Videos
- Why Fabio treats video as a product spec, not marketing content — and the one question his team asks before deciding what a customer needs to see before buying
- Why their live shows are shot on a phone and never cleaned up, and why polish would actually work against them here
- How UGC wasn't one decision but grew out of customers doing it anyway, shoppers asking for it, and the data backing both up
- The numbers that genuinely surprised Fabio, including people re-watching live shows well after they end, and a real bump in order value tied to live shopping
- How NFD stays on-brand while handing real creative control to customers, and why Fabio doesn't see much tension there
- Fabio's advice if you're still nervous about UGC, and why he thinks the bigger risk is not doing it at all
In this episode of The Forecast, Nanny Olsson (Product Manager, Bambuser) sits down with Fabio Cancemi, Head of Digital at Never Fully Dressed — the female-founded, size-inclusive fashion brand built around a famously loyal community.They dig into how NFD moved video from "nice-to-have content" to a core part of the buying journey, why their raw, filmed-on-a-phone live shows outperform polished production, and how user-generated content is helping stop shoppers from abandoning ship for TikTok or Instagram before they buy.
Fabio also shares what's surprised him in the data — from AOV lifts after live shows to the metrics NFD is still figuring out how to track — and his advice for any brand still on the fence about handing the mic to their community.
Host:
Nanny Olsson, Product Manager, Bambuser
Guest(s):
Fabio Cancemi, Head of Digital, Never Fully Dressed
Inside the minds of the world’s visionaries
Welcome to The Forecast by Bambuser, A video-podcast on technology, innovation and the future of commerce.
We bring you exclusive interviews with the world’s top minds, and break down their success strategies for you to implement in your business or professional life right away.
We drop new episodes every month, so make sure to connect with us on LinkedIn, Instagram or subscribe to the podcast in your podcast player of choice to never miss a thing.
