Retail Record Episode 9

DTC: A Combination of Data & Storytelling

Listen to the Retail Record podcast here

“Standing out in the marketplace is what everyone is striving to do. But you almost can’t think about it that way. We need to look at the people who have adopted our brand since day 1, and build from there.” 

- Carrie O'Brien

  Co-founder of Sunswell

PreciseTarget COO, Liddy Manson, hosted a fireside chat with Craig and Carrie O’Brien, Co-Founders of Sunswell Apparel, to discuss what techniques and methodologies Sunswell has used to build and understand its loyal and growing customer base. This is the ninth episode of many to come in our virtual thought leadership series, The Retail Record. Our goal is to cultivate meaningful discussions around trending topics in retail, ecommerce, and the industry’s future with other leaders in the space.

When Carrie & Craig O’Brien founded Sunswell, it was less about building a brand and more about building a life and using this brand as an opportunity to reconnect with life, work, nature and community in the small coastal town of Sag Harbor. Sunswell was created as a collection of menswear essentials that combines classic styling with sustainable performance fabrics to help busy people move through life with ease. The entire Sunswell line is engineered for a perfect blend of performance and comfort, with lightweight, quick-dry function that’s ready for any activity.

PreciseTarget is a behind-the-scenes data company supporting many fashion and apparel brands with their ecommerce revenue growth while also giving them the ammunition to tell their brand story using data. We partner with fashion brands to provide enrichment data that helps them understand who their customer is and what their taste is in apparel. At PreciseTarget, we’ve machine learned 5 billion SKU level soft-goods retail transactions, billions of SKUs and billions of pieces of metadata to create “taste” profiles on 99% of adult shoppers. These off-the-shelf audiences are ready to be used in most major data stores and DSPs, or, for CRM enrichment.

If you are interested in learning more about The Retail Record or PreciseTarget’s data offering, please contact

Visit Sunswell online at or in their shop at 66 Main Street in Sag Harbor, NY.