The age of functional maximalism
andjelicaaa.medium.com
The age of functional maximalism
Across categories, there has been a move toward smaller, more decentralized offerings revolving around personalization and hyper-focused inventory.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
This started with the Seventh Avenue, shop-and-copy approach that has defined the industry, but no longer works with consumers on a global scale. America created the concept of lifestyle brands—it drove the rise of casualization as early as the 1950s, first through denim, then khakis, and now leggings. But the fashion itself has long been predicate... See more
Coach & Kors’ Marriage of Convenience
Fresh Today, Faded Tomorrow? Brand Resilience in a Changing World
Natasha Kimnatashajuliakim.medium.com