HeyJaredDecode Sessions
Welcome to Decode Sessions, the number one marketing podcast for brands and consumers alike. Expect a straight talking show where we unpack culture in a way that makes sense to everyone - from your 70-year-old mum to your 7-year-old daughter.
- Indexed episodes, last 90 days
- 7
- Latest publication
- Sep 22, 2026
- Audience
- Checking…
- Earliest in this view
- Jul 9, 2026
Latest episodes
The Brand Taking on Skims (opens the original)
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Underdays didn't start with a business plan, it started with a disappointing trip to a lingerie sample sale. Five years later, co-founders Oria Mackenzie and Amelie Sala have built a wellness-driven underwear brand with a cult UK following, a skincare-infused fabric line, and a US expansion that's growing faster than either of them expected. We talk about why underwear has been the most overlooked category in wellness, how they built loyalty from sticker drops and grassroots gifting long before
111SKIN, Gucci & Balenciaga: Michael Edelmann on Building Modern Luxury (opens the original)
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We sat down with Michael Edelmann, CMO of 111SKIN, to talk about modern luxury marketing, from Harry Styles and celebrity influence to TikTok, K-beauty, and the loyalty that keeps a community coming back. Drawing on a career across Gucci, Balenciaga, Business of Fashion and Dr. Barbara Sturm, Michael brings a rare outside-in view to a category obsessed with ingredient claims and quick wins. We get into why a global brand strategy only works if it's willing to look different in every market it en
Did Heartbreak Make Phlur A Leader In The Fragrance Industry? (opens the original)
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A single TikTok about grief scented perfume made people cry and buy a fragrance they'd never smelled. Three years later, Phlur is doing $100M+ a year and just sold to private equity. We break down how Chriselle Lim turned a divorce into "Missing Person," why fragrance layering and wardrobing are rewriting how Gen Z buys scent, and the quiet operator behind The Center, Ben Bennett, who's run this exact playbook with Naturium and Saltair. Then: can you sell volume and stay desirable? [02:54] Phlur
M&S Just Humiliated Every "Cool" Brand (opens the original)
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Marks & Spencer went from British High Street staple to sold-out viral moments, a live shoppable Ibiza runway show, and a Formula One takeover. In this episode of Decode Sessions, we break down exactly what changed at M&S. The leadership shift, the Gillian Anderson campaign, the 600-account TikTok infrastructure, and the F1 partnership, and unpack why it's landing so hard with Gen Z. Five clear takeaways for any brand trying to reconnect with a younger audience without losing its heritage. [2:11
Reformation's Glow Up Had a Very Unglamorous Ending (opens the original)
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"Brand loyalty and virality are not the same metric. Reformation built one of the most talked about retail concepts in fashion, and then forgot that the experience is not the content." This week Anna talks about how she walked into Reformation in Sloane Square on a random Friday and left with more questions than purchases. What she found was one of the most fascinating fashion brand strategy case studies in retail right now: a brand that built genuine cultural relevance through sustainability, q
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