The age of SUPERCONTENT
The problem is that within many conventional retail organisations, the term “content” is conflated with advertising. To wit, I’ve even seen entire brand YouTube channels that contain nothing more than a company’s TV ads. And while it is true that fashion brands like Chanel and Burberry, for example, long ago began to think more like media companies
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Creators are no longer just influencers, reality TV stars, adult entertainers or #fitspo evangelists; they’re your friends, your neighbors, your coworkers, your local bartender and that one guy at Trader Joe’s who always bags your groceries just right. It is a preview of what’s to come.