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Mytheresa’s chief buying officer.
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Hi there, it’s Friday, and we might spend it reading the fine print coming out of Amazon’s latest earnings. Specifically, its cloud computing business AWS, which grew 19% YoY in Q4. Amazon is planning to spend $100 billion this year to build its AI services and the company said “the largest portion” of it will be built on AWS.

In today’s edition:

—Jeena Sharma, Erin Cabrey, Vidhi Choudhary

MARKETING

MyTheresa Chief Buying Officer Tiffany Hsu

MyTheresa/Tiffany Hsu

Taiwanese-born Tiffany Hsu never set out to “shop for a living,” as she calls it. But the chief buying officer at luxury e-commerce platform Mytheresa has been living a fashion buyer’s dream since graduating from University of the Arts London’s Central Saint Martins with a degree in fashion design in 2003.

After successful stints at Lane Crawford and Selfridges, Hsu joined Mytheresa in 2016 and the rest is history. She currently leads a team of about 30 people and spends time scouting products, attending trade shows, and buying appointments.

Of course, the path to where she is today wasn’t as straightforward. Hsu’s journey started with a “small boutique” in London called Feathers—her first job out of college as she worked her way up. “I started as a shop girl,” she said.

But according to Hsu, she never set out to be a buyer in the first place.

“To be honest, it wasn’t the career path I would’ve chosen for myself, but at the time, I needed a visa, so whoever offered me a job, I took it,” she told Retail Brew.

Hsu said in the beginning, she wasn’t even sure fashion buying was a legitimate job. “Back in the day, fashion buying wasn’t even like a degree; you just study design, or maybe you do merchandising,” she said. “I think it was a very good way to apply both my love for fashion and design and also commerce together.”

Keep reading here.—JS

Presented By Klaviyo

STORES

Super Bowl party snacks

The Washington Post/Getty Images

The Super Bowl is the snack food industry’s, well, Super Bowl. During last year’s Super Bowl week, consumers spent $670 million on snack food, totalling 107 million (!) pounds of snacks, according to Circana data, and they’re not expected to fumble the snack game for the Eagles vs. Chiefs showdown this Sunday, either.

Per NielsenIQ, 90% of fans will be watching from their home or at a home gathering—with 83% planning to make at least some gameday grub, so many fans will be heading to the grocery store. Consumers’ average spend on food and bevs for the big game is anticipated to be $44, up 3% from last year, according to Circana.

Keep reading here.—EC

E-COMMERCE

Amazon Prime delivery package in front of a residential building

Daria Nipot/Getty Images

All those delivery truck sounds you heard last year were likely Amazon’s fleet in action.

Amazon did 9 billion same-day or next-day deliveries in 2024 worldwide, the company said on Tuesday.

“We’ve actually delivered our fastest Prime speeds in 2023. Happy to report [in] 2024, we’ve got to be faster, and we’ve got plans for 2025,” Doug Herrington, CEO of Amazon Worldwide Stores, said at NRF in January. In 2023, Amazon delivered 7 billion items the same day or next day, including more than 4 billion in the US.

Last year, Amazon reported a 60% increase in same-day delivery locations, and now serves more than 140 metro areas in the country.

Keep reading here.—VC

Together With commercetools

SWAPPING SKUS

Today’s top retail reads.

Tariff dodge: Even with new tariffs, Temu and Shein are here to stay. (Bloomberg)

Coffee with(out) doodles: Starbucks received mixed responses to its latest policy to have handwritten scribbles on its to-go coffee cups. (Bloomberg)

Silver lining: E.l.f. Beauty, which relies heavily on China for production, is relieved that President Trump only imposed 10% tariffs on Chinese imports. (CNBC)

Peek behind the curtain: Klaviyo’s Behind the Brands marketing guide outlines how giants like DKNY and Daily Harvest use data-driven strategies to score big wins and stay relevant. Best part? The guide is totally free.*

*A message from our sponsor.

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