Saved by sari
Real brands for real humans.
K-HOLE and Box1824 captured the new landscape in their breakthrough 2014 report “Youth Mode.” They described an era of “mass indie” where the search for meaning is premised on differentiation and uniqueness, and proposed a solution in “Normcore.” Humorously, nearly everyone mistook Normcore for being about bland fashion choices rather than the grea... See more
subpixel space • After Authenticity
Best in class: 7 brands that seem to get it right-- what they're nailing, and what to take notes on.
Azora Zoe Paknad1strodeo.substack.com
Rather than owning the exclusive, it was the very self that became the target for exclusification. Health, education and productivity got aspirational treatment, and brands battled with each other for the title of “best-self enabler.”
Sara Bernat • How luxury transformed from opulence to populace, and what it means for brands
Our tastes are ever more niche. We gravitate towards communities and brands, or both, that cater to our niche tastes. Tracksmith, Telfar, Crown Affair or FatherFoods are some of the examples. In this micro-taste communities’ landscape, mass fashion brands come across as too generic and superficial. The winning growth strategy instead is to go deep ... See more
Ana Andjelic • Big Fashion's Niche Future 🙌
Instead of starting brand first, you’re now starting cultural impact and audience first. Rather than listing 40 different benefits for Balm Dotcom (which is arguably just expensive Vaseline), Glossier built an aspirational thing to become: a Glossier girl. Ten years ago, a tube of Balm Dotcom was cuter to look at than a tube of Carmex or Aquaphor, ... See more
Nikita Walia • this is your brand with a universe
Originally created by companies to give selling a face and a human emotion, brands are getting killed by their own customers. People are increasingly more likely to build their own brand – and develop their own products, services, and experiences – than to endorse or be sponsored by someone else’s.