Savannah Dmytriw, 30
Vice President of Business Development, S.C.G.
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You’re known online as the Merch Girly. How did that persona develop?
I am the Merch Girly, but there are so many Merch Girlies within our industry. It’s really that young, hip-hop, happening voice that tries to stay in with the trends, that tries to really take our industry and elevate it to be something that is going to resonate with a younger generation that feels like there’s room to take our industry to a larger audience.
What is elevated merch, in your eyes?
It can look like a lot of things, but essentially, it’s stuff that doesn’t get thrown in the junk drawer. It’s stuff that gets utilized. It’s stuff that you can tell there was thought and attention put into it. Whether that be the design, the product, the strategy in how it’s distributed, there’s a larger strategy behind it, and you can tell that somebody isn’t just trying to put something in front of you, that they instead took the time to deeply understand you as a person on some level and then curated merch around that specific use case, your buyer persona.
How do you see the Merch Girly persona evolving over time?
That’s something I’m currently working through right now. Here’s the thing: “Girly” itself is not tied to an age. There are older women who identify as the girlies. But there is a way in which I think that I am going to continue to evolve and speak through the different trials and tribulations of an evolving woman. And I think what people resonate with the most is just me showing up as – I hate the word, but – my authentic self, talking about the things that I’m actually going through. It’s something that I want to do more and more of.
