{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Season 3 Episode 002 - Inside AYM : The Fashion Brand Behind the Viral Videos with Founder Alie Mackintosh","description":"Today I\u2019m joined by Alie Mackintosh, the brilliant mind behind AYM!  It\u2019s a British womenswear brand known for its empowering, timeless pieces and commitment to sustainable UK production. In this honest chat, we go behind the seams of AYM\u2019s journey from its early days as Boom Boom Boutique, to dressing Kim Kardashian!  Plus we chat about Alie becoming a viral sensation on social media as the face of her brand. If you\u2019re a fashion founder navigating growth, content burnout or the balance between creative and commercial, you\u2019ll absolutely love this one!   In this episode, we cover: \u2728 The evolution from Boom Boom Boutique to AYM \u2192 Why Alie rebranded and how the brand has grown since \ud83e\uddf5 UK production at scale \u2192 The pros, challenges and realities of manufacturing locally as you grow \ud83d\udcca The key numbers that guide AYM\u2019s decisions \u2192 From margins to stock levels and sell through rates \ud83d\uddc2 Systems behind the scenes \u2192 What\u2019s helped Alie feel more in control of operations \ud83d\udce3 The power of a recognisable content strategy \u2192 How the brand became iconic and why rinse & repeat marketing works \ud83c\udfa5 Going viral & building visibility \u2192 From gifting \u201cnormal\u201d women to consistently viral posts\u2026 how AYM does it and whether it\u2019s actually planned! \ud83d\udcc5 Marketing structures across email, Instagram & TikTok \u2192 Alie\u2019s planning process and the type of content that truly moves the needle \ud83e\udde0 Lessons learned & what\u2019s next \u2192 The tough moments that shaped AYM and what Alie\u2019s hoping for over the next 12 months Plus: a quickfire round to finish things off!   \ud83d\udd17 Links & Mentions AYM Studio \u2013 explore the collection here Follow Alie on Instagram @aym.studio \/ @aliemackintosh Join my broadcast channel on Instagram @elizabethstilesuk to submit your questions for future guests! Watch this episode on YouTube \ud83c\udfa5 \u2728 If this episode gave you an aha moment, I\u2019d love for you to share it with a fellow founder or leave a review on Apple Podcasts\u2014it really helps! Listen You can listen by clicking through to Apple Podcast here You can also watch the episodes over on my Youtube Channel! Remember to hit the follow + button or subscribe so you don\u2019t miss an episode!   ","author_name":"The Fashion Brand Clinic Podcast","author_url":"https:\/\/www.elizabethstiles.co.uk","html":"