I F**KING LOVE THAT COMPANY: How a New Generation of Brand Builders Is Defining the Post-Amazon World

For brands in a post-Amazon world, the goal isn’t just about rediscovering the quality of a bygone era. It’s about inventing a new product altogether.

It’s making a bet that, if it delivers a product built according to values that customers support (for example, American jobs), customers will spread the word virally through their social networks.

These companies offer more than a shopping destination. They’ve created, at breathtaking speeds, the kinds of long-lasting customer relationships that define great brands.

Empowered by more dynamic cost structures, these brands focus on specific product categories, often control manufacturing from start to finish, create unbelievable customer experiences, and invite consumers to participate in shaping the business.

Consumers today want more. They love Amazon’s laser-like focus on price, access, and convenience. But consumers yearn for the intimacy and craftsmanship they once knew from the Main Street merchant.

young brands whose primary goal is to give consumers something they can care about, beyond basic necessities like socks and shampoo.

These nascent brands do more than automate customer interactions – they humanize them.

Paying lip service to ethical labor practices or cleaner manufacturing processes won’t work anymore. When brands talk about the values they stand for, they have to mean it. And they have to deliver on it.

These companies stand for more than convenience and low cost; they seek to create products and services that customers truly love. In this new paradigm, scale and personalization happily coexist.

The company makes prototype clothing designs and showcases them on the social media site to gauge customer interest. The most popular ones get made and sold through