The Pop Up Report by Ethan Song
The Pop Up Report
E8 Pop Up Report: From 0 to 100K in Less than 30 Days
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E8 Pop Up Report: From 0 to 100K in Less than 30 Days

Ethan Song and Joe Parenteau of Fable discuss building a direct-to-consumer brand during the COVID pandemic. Learn how Fable continues to disrupt a crowded space by leaning into a unique brand narrative. Gain valuable lessons from Joe's experiences and learn how he transformed a vision into a thriving business during one of the most challenging times in recent history. This episode also delves into supply chain, experiential marketing, and paid acquisition.

Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis. 

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Links Discussed

Fable

Mejuri

Indigo

Fable Product Impact Report

Ten Tree

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Show Notes:

10:50 - Influencer marketing

13:10 - Paid acquisition

17:30 - Sponsorships and collaborations

18:30 - Repeat purchases

21:30 - Post-COVID dip

23:20 - Retail stores

25:00 - Sustainability and social impact

27:15 - Sourcing and production

29:30 - B-Corp

32:00 - Brand differentiation

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Past guests on the Pop Up Report include Stephen Kuhl (Burrow), Jake Karls (Mid-Day Squares), Alan Wood (Rally Beer Company). 

Stay tuned for new episodes from upcoming guests including Lanny Smith (Actively Black), Ada Juristovski Jemc (Nala Care), Ryan Babenzien (Jolie) and many more.

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Additional Episodes You Might Enjoy:

Rally Beer Company: Tapping into Passion

Mid-Day Squares: Building the Next Great CPG Brand through Authentic Content

Burrow: Customer Obsession as a Competitive Advantage

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The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.

Subscribe to the Pop Up Report on Substack or YouTube for more.

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The Pop Up Report by Ethan Song
The Pop Up Report
Ethan Song interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Ethan was previously the Co-Founder & CEO of Frank & Oak a sustainable apparel brand that generated 9-figures in revenue before being acquired by private equity in 2020. He’s now the Co-Founder & CEO of RareCircles.
For more Pop Up Report content subscribe and visit www.thepopupreport.com.
This podcast is brought to you by RareCircles, a membership platform that blends community engagement with rewards and benefits. Learn more at www.rarecircles.com.