334 – Gwyneth Paltrow thinks this little Aussie retailer is doing very big things

334 – Gwyneth Paltrow thinks this little Aussie retailer is doing very big things

I remember my days working for Australia’s biggest travel agent – I absolutely dreaded wearing their corporate uniform.

I felt like such a dag. Polyester shirt, navy slacks. In fact, I think the tie was even on a bit of elastic!

Where was today’s guest when I needed her?!

She runs a very disruptive uniform business – that even Hollywood star Gwyneth Paltrow loves!

Her name is Felicity Rogers and she started Cargo Crew. I met her a couple of months ago at the Telstra Business Awards where I was the emcee. In fact, the year before, Cargo Crew actually won the National Small Business Award!

So, what’s Cargo Crew. Well, as Felicity says “She’s building a brand that crews (that’s her funky word for workers) around the world love to wear”.  She goes on to say “Cargo Crew creates original, design led uniforms that enhance and compliment a business’ visual identity and brand language.”

Cargo Crew now exports to over 30 countries with 12,000 crews around the world wearing their uniforms. Their clients include Renault, Hoyts & Freedom Furniture, artisan coffee roasters Seven Seeds and even Gwyneth Paltrow’s Goop skin care business.  Felicity shares:

  • The power of a good corporate uniform
  • Why your  business’s visual language is important
  • How she got a massive international contract by advertising in a little magazine
  • How Gwyneth Paltrow came to wearing a Cargo Crew apron
  • Plus we talk pricing, photography, retail vs online and plenty more

BTW, during the interview, Felicity forgot to tell us about another big win, which I’ll share with you after the interview. 

Plus I have some feedback from a listener who’s been inspired to create a podcast herself. And we revisit a past episode in which Australia’s voice of online retail shares some gold.

Yep, another big epsidoe of your favourite Marketing podcast, so let’s get stuck right in.




00:00  Two marketing insights
00:44  Episode teaser
01:24  Welcome & overview
02:41  Today’s guest introduction – Felicity Rogers of Cargo Crew
03:57  Today’s guest introduction – Felicity Rogers of Cargo Crew
05:54  Interview with Felicity Rogers of Cargo Crew
43:37  Insights into DesignCrowd & WebCentral
45:45  My Top 3 Attention Grabbers from my chat with Felicity Rogers of Cargo Crew
48:19  Listener feedback
49:44  Wrap-up and an insight in to both a past guest & next week’s guest





The Cargo Crew story

Interview with online retailing guru Paul Greenberg

The Direct Selling Podcast




    1. Briefing. Become proficient in how you brief creative people. I think many small business owners undervalue creativity, as it’s often hard to measure its ROI. However, when you have a logo you love, or a corporate uniform that people constantly comment on, or a website that really pops, then you’ll understand the power of great design. If you want to understand the breifing process more, then join the Small Business Big Marketing Forum and I’d be happy to help you out.
    2. The Crew Review. I do love an old school marketing idea. And I particularly love the fact that Felicity had her team identify key industries and the key players within them, and mail them directly. This is a great job to outsource to a VA.
    3. Easy and simplicity. Everything about the Cargo Crew brand smells of ease and simplicity. Easy to buy products. A simple website to find your way around. An easy return policy. The key here is to remove as many blockages as you can to make it easy for people to buy from you.




WebCentral – Exclusive listener offers
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