In today's episode, we are joined by a very special guest, Steven Borelli, the CEO and founder of Cuts Clothing. Cuts Clothing, an e-commerce fashion brand focused on work leisure, has made waves in the industry with their unique approach to influencer marketing. Steven shares insights into how they started by targeting anyone who followed the Cuts account on Kickstarter, eventually collaborating with minor league athletes like Tyler Wade and Walker Bueller, who went on to become professionals and proudly sported Cuts Clothing. Having established a solid foundation, Cuts Clothing has now been worn by top-tier athletes, including the likes of Patrick Mahomes, Steph Curry, Gronk, and Mariano Rivera. Steven opens up about the exciting growth they have seen in the women's wear sector, which has become their biggest area of expansion in recent times. Throughout the episode, we uncover the strategies and tactics employed by Cuts Clothing to build genuine relationships with influencers, including renowned athletes. From dinner outings to interview series, Steven emphasizes the importance of nurturing these connections and how they harnessed the unique circumstances of the COVID-19 pandemic to collaborate with celebrities on exciting brand projects. We also delve into the budgeting aspect of influencer marketing, and Steven reveals that Cuts Clothing has previously spent up to a staggering $7 million on commission deals with influencers. However, he explains how their approach has evolved to focus mainly on women influencers while spending considerably less on men. Join us as we uncover the secrets and strategies behind Cuts Clothing's influencer marketing success, and gain valuable insights into the ever-evolving world of influence marketing. [00:03:02] Early influencer marketing: hunting for sales. [00:03:46] Influencer marketing relies on good product fit. [00:08:24] Celebrities filming videos and taking advantage during COVID. [00:11:06] Athletes, money, relationships, women, clothing & advertising [00:14:08] Shifting to brand building, less emphasis on discounts. [00:21:34] Athlete product seeding builds potential business relationships. [00:25:59] Influencers, creativity, and brand unity in ads. [00:26:58] Content creators are ambassadors representing the brand. [00:32:26] Limited representation creates FOMO. [00:34:12] Limited sales in August and November only.