There's perhaps never been an easier time to launch a digitally native brand. Venture capital money is fueling e-commerce consumer brands in nearly every category, from beauty and apparel to footwear and mattresses. And social media is making it even easier for companies to cut through the noise and foster a direct relationship with consumers.
Vertical integration, nimble supply chains and promises of free and fast delivery are all also helping boost the reputations of lifestyle brands like Casper, Glossier and Away among shoppers seeking convenience and authenticity. Many traditional retailers are also looking to these types of young brands to inject new life into their businesses and reach young, urban customers. . . . more