PROFILE

Casey Golden

CEO, Luxlock

Casey Golden is the CEO and Co-Founder of Luxlock, a Retail Experience Platform pioneering the experience economy through regenerative connected technology. One of the early fashion bloggers and former founder of a style subscription startup, she has created some of the earliest technologies in mass personalization. Casey has dedicated her 15 year career to moving the business of fashion forward through multi-point retention initiatives and supply chain optimization. With the rise of extractive technology, and mass retail solutions focused on the buy/sell cycle, Casey has been an advocate for a more humanized approach building retail technology that shares the value system and natural consumer behaviors seen mostly in the luxury industry.

Luxlock is merging online/in-store shopping experiences and linking brand extensions with local activities to create an exclusive experience marketing channel. As more brands, specifically luxury brands diversify their offerings with more lifestyle experiences like vineyards, restaurant’s, and hotels, Luxlock is the software connecting and deploying personal experiences on-demand. She’s led distribution and digitization strategies for companies like Ralph Lauren, VF Corporation, and Exenta; you’ve likely shopped on a ecommerce store she’s developed.

Disappointed by the sales and implementation timelines of enterprise retail solutions, Casey created a digital first solution that bypasses legacy software to bring brands and consumers closer together for an immediate ROI. Her mission is to bring shopping experiences to life and allow everyone to have a private and public life online. Casey is passionate about the future of work, old world craftsmanship, and the luxury hospitality ethos. Schedule a demo at: https://www.luxlock.com

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  • Posted on: 05/23/2022

    Can Old Navy plot a new course and keep its inclusivity pledge?

    Size inclusivity is not a campaign or an initiative; it's a long-term brand decision that should be built into Gap's merchandise plan through a holistic narrative. If not them, then who? Many brands have seen success with full-price, core replenishment programs to create consistency, maintain margins, control inventory levels and focus on targeted acquisition. They are well positioned in their market to become a destination for women of all sizes, but it's going to take time to reintroduce the brand to customers that were previously left underserved. Meaningful initiatives take a significant amount of time to trickle down to general consumers. You can't measure success based on how many people run to the store after seeing a commercial on TV or an Instagram ad. Now is the time to build out three-to-five year incremental growth plans and gain that additional marketshare.
  • Posted on: 03/23/2022

    Can a rebrand popularize Saks Off Fifth with a new generation?

    Agree. It's a step in the right direction messaging wise, but I see this as an opportunity to make more meaningful changes to the experience and offering to develop a younger demographic.
  • Posted on: 03/22/2022

    H&M opens its e-commerce site to third-party clothing brands

    Aligning with a "fast-fashion" brand, no matter the strides H&M has made recently in elevating the brand and sustainability initiatives, opens a potential conflict that the third-party brands share similar practices. Their overall reputation with consumers is a critical factor. The vetting practice of what brands are sold on the marketplace will directly impact success in the U.S. If the brand already has strong brand equity it could be diluted by aligning with H&M. Selecting the right brand assortment will be key.
  • Posted on: 03/22/2022

    Has ‘consumer’ become a bad word?

    We use the word "client" because it changes the dynamic of our relationship with the end-user and drives more thoughtful engagement initiatives. Not all "traffic" or customers are clients yet, the framework forces us to look at client development by the way we treat people, build brand experiences, and the way we continually earn their business. We're all consumers no matter the volume we consume, but when we're running a business to serve people a more personal perspective can provide an intentional path forward.
  • Posted on: 03/22/2022

    How can retailers fund strategic priorities as challenges abound?

    We've come to a moment where prioritizing technology and organizational change can no longer be pushed aside. The brand experience must come first and, with that, the customer journey should be the core of all technology and organizational changes. By mapping detailed customer touch-points, technology initiatives can be clearly defined across many of the initiatives outlined by Deloitte's survey. How the customer experiences physical stores, engages digitally, how a consumer receives their product to the processes their data being gathered and secured across the organization is part of the customer journey and impacts the overall brand experience. Instead of budgeting technology spend by department, companies should be looking at solutions that provide continuity and streamline business operations across departments by moving the customer to the center. Customer experience software platforms could provide more holistic solutions, reduce the overall tech spend, and result in quick profitability turnarounds.
  • Posted on: 01/06/2022

    Is retail ready for the phygital future?

    There's no stopping Web3, it will be weaved into the overall brand experience and the faster we integrate commerce components, the sooner customers will be able to shop seamlessly across digital and physical sales and experience channels. The metaverse fits the luxury space better than that of mass merchants and commodity CPGs. Consumers will have easier access to connect with brand's through the initial product discovery and replicate the "spur of the moment" purchases that have been difficult to mimic on traditional e-commerce.
  • Posted on: 06/01/2021

    Stores scramble as Nike cuts wholesale accounts

    Nothing new from the luxury space but we'll be seeing more brands reducing their wholesale footprint as they adopt new technology to plan and support their D2C channels. What they temporarily lose in revenue they gain in margins and customer data. When you don't want to compete on price, you compete on experience. Since department stores have not been leading in-store experience it's up to the brands to control the narrative and experience. They don't want to compete with themselves online, and that's where the buys are being directed. They must master the physical distribution channels or the brands will open smaller shops in higher volume to create a magical moment. Glossier's pop-up model is great!
  • Posted on: 03/31/2021

    Chewy takes a bigger bite out of the pet products market

    They are bringing retail people in and focusing on product categories and services. They are in a really good position to turn to profits.
  • Posted on: 10/26/2020

    What’s the best recipe for holiday ad messaging during a pandemic?

    Nicely said Georganne. Brands need to remember how closely we're connected and some family members may be missing out or may have been unexpectedly lost this year.
  • Posted on: 10/26/2020

    Google Shopping makes price comparisons easier

    Bad habits are hard to break. Comparison tools are convenient but also drive prices down instead of value up. Sounds like another recipe for a race to the bottom.
  • Posted on: 09/14/2020

    Will locals choose Brooklyn over Bezos?

    Great initiative, but I live in Brooklyn and had never heard of it. The timing, mission, and process is on-point with shopper demand. Execution is always hard with aggregate physical deliveries.
  • Posted on: 09/14/2020

    How can grocers help ease home cooking fatigue?

    Editing food the way we edit outfits in fashion could significantly improve personal meal planning. Shopping by recipes and looking at past purchase history for ingredients that should be in your fridge/cupboard would drive loyalty. I'd like to see more recommendation engines that are built by dinner goals and household size. No one is really doing a great job making my grocery shopping more effective vs. convenient. Yummly really understands my food preferences and suggests great recipes but the integration to shopping is terrible. There is a lot of low hanging fruit here, pun intended.
  • Posted on: 07/30/2020

    Will Amazon become the go-to place to buy face masks?

    I'll never buy clothing from Amazon and wouldn't trust them with a mask. Not all masks are created equal, trust and quality are key. Two things I don't get from Amazon. There are D2C brands that do only masks with nanotechnology, have filter subscription services and provide high-quality smart fabrics. Poor consumer education will be the main factor driving Amazon mask sales.
  • Posted on: 05/04/2020

    Should face masks be mandatory for shoppers?

    It should be mandatory - full stop. Given the legal and ethical implications and the reality of the situation, it is too great of risk to be on the fence. No shirt, no shoes, no mask - no service.
  • Posted on: 05/04/2020

    Coronavirus increases demand and supply chain challenges for WellPath’s DTC business

    Now is the time for D2C companies to invest in supply chain technology. Many newer companies leave it for "later" but a streamlined supply chain can drive wins in 2020 and 2021.

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