Total Retail Talks
Total Retail Talks is for retail executives who crave the knowledge and insights needed to stay successful in today's fast-paced industry. Through engaging talks and focused interviews, listeners take away useful information and practical advice from a full roster of retail experts, influencers and leaders.

In episode 257 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Massimiliano Tirocchi, co-founder and chief marketing officer at Shapermint, an online marketplace for women's shapewear. Listen in as Tirocchi discusses the Sharpermind brand, the body-positive message at the core of the brand, and his professional background. He shares how Shapermint adjusted its marketing strategy during the COVID-19 pandemic, shifting from messaging aimed at direct selling to messaging promoting the brand's social responsibility efforts.

Tirocchi discusses the impact that social responsibility messaging has had on Shapermint's sales, the goals of recent marketing campaigns, and why the company is donating a portion of profits to the American Nurses Foundation. Lastly, Tirocchi shares the lessons he's learned while quickly shifting marketing strategy and how Shapermint is planning to continue to evolve its marketing plans going forward.

Massimiliano Tirocchi is the co-founder and chief marketing officer of Trafilea, a fast-growing e-commerce group that builds and expands transformative brands online with 210-plus talents worldwide. Shapermint, one of its latest brands, grew to $200 million and 4 million customers in its first two years. Profitable and self-funded, this brand is one of the fastest-growing online intimates marketplaces in the U.S. A serial entrepreneur and passionate about business, sales, persuasion and marketing, he focuses his leadership on values such as optimism, ambition, responsibility and discipline. Tirocchi has more than 10 years of experience in the world of internet and performance marketing, which began when he was just 16 years old working on his own venture.

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