Priya McPherson

And what's interesting here is you have to be really delicate with the content, is what she's saying, right?

Readers can clearly tell the difference between when you are writing for, let's say, an email marketing way or for a community way.

My key point of view from what Zara is saying here is as more brands join Substack, you've got to be really careful that you don't compare it to your email marketing because Substack does have that element of email.

You subscribe, the email lands in your inbox, it follows the same foundation as an EDM.

But that's a short-sighted way to go about it.

It's the wrong lens.

It's lazy, but I understand why people might lean into it because that's their revenue tool.

Whereas that's not what Substack is.

It's not about pushing products.

No, it's a community tool.

It's about connecting.

It's about sharing your decisions as to why.

One strong way I think a brand and a fashion brand could potentially do this is rather than being like, this is our new jacket and here's why we made it.

This is the silhouette we're seeing in the industry right now and why it's trending or why it's happening.

sharing the education and the background behind it.

Not actually being like, here it is and here's three ways to style it.

It's actually, this is the silhouette we're seeing take over at the moment and why it's happening.

Exactly right, Rae.

And I couldn't agree with this more because I feel as though if I was a brand going into Substack, you have to ask yourself, what is the intention here?

Why am I doing it?