CHAPTR

▪ Architected GTM strategy defining ICP, buyer personas, and multi-channel outreach
▪ Developed value proposition, USPs, and key use cases for the publishing market
▪ Designed and operationalized a strategic sales process across Email, LinkedIn, and Cold Calling
▪ Setup of Apollo and Zendesk CRM, including Funnel Design, Lead Forms, Sequences and Workflows
▪ Key Customers: Publishers and partnerships with service providers in the publishing industry

Account Executive

von Drateln Consulting

Your advisor for Web3 and AI strategies.

Latest clients:

▪  Nehlsen Gruppe
▪  Armira
▪  Adesso / Reachbird
▪  Neyroo
▪  Business Trends Academy
▪  Timeless / CRO
▪  S-Payment
▪  Katjes

Founder | Web3 & Technology Consulting

NFT Talents

Program of the Frankfurt School of Finance & Management University
More details -> https://web3-talents.io/nfttalents/nft-talents-mentor-gero-von-drateln/

NFT Talent Program - Mentor | Cohort 3

Senior Consultant | SAP HCM / Workday

MHP – A Porsche Company

Senior Consultant

Consultant

NFT go-to-market strategies for your business | Community Lead @ CHAPTR | Building Web3 @ twire DAO | Ex-IBM | NFT Collector | Speaker | Digitisation expert with 10 years experience

Gero von Drateln

Fashion, Luxury & Sportswear Analyst | Trends decoded

Helping brands & businesses thrive through strategic analysis and data-driven insights.

With over 15 years of experience across the global luxury, fashion, and sportswear industries, I provide tailored analysis and actionable strategies that drive growth, profitability, and brand relevance. From market analysis to go-to-market strategies, I transform complex data into clear, impactful insights for businesses aiming to stay ahead.

Key Expertise

• Business & Market Analysis (Now available as a service)
• Brand Management
• Data-Driven Decision Making
• Go-to-Market Strategies
• Circular Economy & Resale Markets
• E-commerce Marketplaces (B2B & B2B2C)

Looking for powerful insights to boost your business?
Let’s connect and explore how I can help you unlock growth and strategic clarity through expert analysis.

Marcel Melzig

Luxury isn’t losing Gen Z. It’s losing its old rules.

Millennials entered luxury through “new”.
Gen Z enters through “archive”.

That one shift changes everything:
↳ intention > aspiration
↳ hunt > checkout
↳ meaning > logo

Gen Z will drive ~25% of luxury spend by 2030.
Yet engagement with legacy houses is cooling in the West and Japan.
So the growth is real.
But the playbook is outdated.

Streetwear once made scarcity = status.

Gen Z is moving status again:
↳ community
↳ self-expression
↳ personal narrative

A rare vintage find beats a fresh drop.
Because the thrill is in the search, not the price tag.

Luxury’s next move:
stop selling ownership.
start selling meaning.

Gen Z isn’t walking away from luxury.
They’re rewriting it.

Where have you seen “meaning-first” luxury win?

Stat source: Reuters and Highsnobiety

The global luxury map just changed again.
H1 2025 reveals where brands are winning - and where momentum is fading.

↳ +10.5% retail activations YoY
↳ 630 total openings
↳ APAC +55% and now the fastest mover
↳ Pop-ups +160% in Asia Pacific
↳ China at 34% share, but slowing

What’s driving it?
↳ Fashion and Leather Goods still lead at 62%
↳ Perfume and Cosmetics is rising with +13 points
↳ Watches and Jewelry softens by 5 points but stays strong in Europe

Regional pulse:
↳ Europe lifted by flagship upgrades
↳ North America rebounds with +35%
↳ MENA grows through premium retail, led by Saudi Arabia

Brands move from “more stores” to better activations.
Pop-ups, collabs, cultural drops and fragrance concepts shape demand.

Insights based on the new retail dynamics report from Luxurynsight.

Full report download link in comments.

Luxurynsight Retail Dynamics Report.pdf

Fashion spent a decade raising prices.
The next decade will be about value and agility.

↳ Tariffs on US apparel and footwear jumped from ~13% to ~36% on average
↳ 76% of fashion leaders say trade disruption will shape 2026
↳ Mid-market “elevated value” now grows faster than traditional luxury
↳ Jewellery, resale and wellbeing-linked products beat classic apparel

What I take from this The Business of Fashion x McKinsey & Company report:

→ Trade rules your profit
Brands must rethink sourcing, pricing and SKU count. Flexible supply chains beat pure scale.

→ Resale becomes a core growth engine
It is no longer just “green storytelling”. Resale changes margin logic, inventory risk and how brands think about lifetime value.

→ AI becomes core plumbing
GenAI and agents will automate big parts of work. If AI cannot “read” your products, you will not be seen.

→ Value beats pure status
After years of price-led growth, winners offer quality, fair value and strong experiences.

Where do you see the biggest upside for 2026: scaling resale, fixing pricing, or rewiring for AI?

The future of luxury will be built by the brands that master technology, culture and experience simultaneously.

From 27–29 January 2026 in Abu Dhabi, Shoptalk Luxe convenes a global room of leaders from fashion, beauty, watches, hospitality, CPG, automotive and sportswear - all focused on defining the next chapter of retail.

→ 81% director-level & above
→ Industry leadership across maisons, retailers and digital innovators
→ A curated agenda on tech, retail transformation and consumer experience

We’ll break down the shifts driving luxury’s next cycle: AI, experiential retail, omnichannel behavior, new loyalty mechanics and the systems powering it all.

If you want clarity on where luxury is moving in 2026 and beyond, this is the place.

Reserve your ticket for Shoptalk Luxe - 15% discount link in the comments.

Shoptalk Luxe Brands

The future of learning in luxury is shifting fast - and we’re only at the beginning.

On November 26th, I’ll join TheLearning LAB Summit in Zurich a panel discussion and a dedicated talk on the trends transforming retail & luxury training.

We’ll look at:

→ How new technologies reshape learning
→ Why learner expectations are shifting
→ How content, culture, and data redefine brand training

The audience spans luxury maisons, global watchmakers, retailers and innovators, a great space for real exchange.

Thanks to Pascal Petit and Team for the invitation and the opportunity to contribute.

If you’re interested in attending, feel free to reach out — a few seats may still be available.

Resale doesn’t lack demand. It lacks operations that work.

€76.7M profit. 330% YoY growth.
One platform hit this while others still bleed cash.

The difference? Not hype. Not branding.
→ Operations.

Duncan McKay from Aistetic just released a sharp report: 
Resale at Scale: The Operations Bottleneck.

It’s based on 25+ operator interviews and 7 case studies (Vinted, Reskinned, Opera Garment Solutions, Hera, more).

Key facts:

→ 75% of listings are still manual
→ Reverse logistics costs 3–5x more than outbound
→ Authentication takes hours
→ One brand recovered €176 in value for €23 in reconditioning

My contribution:
“The resale industry talks endlessly about sustainability and growth, but unit economics are often broken. Success now depends on operational discipline — not just storytelling.”

This report maps out the 0–24 month path to fix that.

Want a copy?
Download link the comments.

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Gero von Drateln

Marcel Melzig

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The Battle

Gero von Drateln

Marcel Melzig

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Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Marcel Melzig's LinkedIn Performance

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