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The New Faces of Lifestyle Retail

The global financial crisis and the rise of the internet have helped shaped the modern business world. While many major retailers struggle to cope with the evolving business climate, consumers have embraced youthful new lifestyle brands like those below.

Goop: Gwyneth Paltrow's Lifestyle Brand Leads the Way

Celebrity brands are nothing new, but few have enjoyed the success of Gwyneth Paltrow's Goop. It launched as a weekly online newsletter focused on how readers could follow in Ms. Paltrow's footsteps and "nourish the inner aspect." Subscribers grew to trust Goop to guide them through life, so when it became a platform for selling products, people believed Ms. Paltrow was helping them rather than merely inflating her own bank balance.

The Goop beauty line, focused on natural skincare solutions, is ever-expanding and a clothing collection joined the range in September 2016. The site also sells vitamins, homewares, and other lifestyle goods.

While Goop is now a retail force, it hasn't forgotten its roots. As Paltrow told Conde Naste Traveler, "I think the more you stay true to your world, the more people buy into it," Goop.com still helpfully teaches followers about topics including travel, eating out, parenting, and mindfulness. There are also Goop social media accounts for bite-sized pearls of wisdom and Gwyneth Paltrow's own profiles cross-promoting the brand.

Warby Parker: Taking On the Retail Giants

Modern consumers naturally distrust big brands and that's impacting their bottom line. A 2015 study found 90 of the world's top 100 food brands lost market share within their categories. Revenue declined for 62, and even those posting stronger profits didn't keep pace with average growth in their categories. Similar results are seen outside the food sector. In this climate of corporate distrust, Warby Parker relishes its underdog status.

On its launch in 2010, the eyewear brand set about marketing itself as an alternative to Luxottica, the name behind Ray-Ban, Oakley, and countless other eyewear firms. The strategy worked, with the retailer's online store quickly attracting a legion of loyal consumers. Today Warby Parker is worth an estimated $1 billion.

FEED: Fashion Brand Doing Good

For 90 percent of consumers, companies must do more than making profits, according to Cone Communications/Ebiquity Global CSR Study; they must demonstrate their commitment to responsible operations and social and environmental issues. The research found 84 percent of global consumers actively seek out responsible products. In this conscious climate, it's easy to see why a brand like FEED has ardent supporters around the world.

The brainchild of Lauren Bush, FEED looks to improve the nutrition and educational opportunities of needy children around the world. It's serious about these goals, donating all of its proceeds to foreign aid. FEED began selling just a simple burlap bag but today offers high-end leather bags and apparel items. Collaborations with celebrity designers like Tory Burch and Rachel Roy have widened the brand's appeal. Since its launch, FEED has donated more than 85 million meals to hungry children.

By putting their customers first and delivering a business model that's ideally suited to the current climate, these new brands have set the standard for the modern lifestyle retail industry. If your apparel brand is ready to take your retail efforts to the next level contact our apparel 3PL experts for a free consultation today.

Posted: 5/3/2017 4:56:22 PM by Global Administrator | with 0 comments


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