Member Brief: A Neighborhood of Goods

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If you asked anyone around the table at last night’s Executive Member Roundtable in Soho, one of the issues facing the maturing DtC industrial complex was an obvious one. There is a lagging effort in commercial real estate to attract these emerging brands – a growth trigger that could potentially revitalize stuttering malls by attracting a new cohort to Tier B malls. The irony of the conversations around physical retail weren’t lost upon any of the industry leaders at the table. We were in the heart of Soho, Manhattan. If you walked a tenth of the mile in any direction, you’d see the physical manifestation of nearly every top 30 DNVB in the market: Casper, Glossier, Warby Parker, Bonobos, M. Gemi, Rowing Blazers, Aesop, Aether, Birchbox, Harry’s, Theory, and the list goes on.

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Member Brief: The Product Lab

The digital publisher’s product lab is a new evolution of content monetization. Publishers harvest data to determine the most appealing products to the site’s readership. Then, they upsell the opportunity or they position the collaboration as a “make-good” on an existing ad buy. 

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Member Brief: Brand Equity Study

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This has been another year of broken records for this annual sales cycle. Black Friday was the first day in history to achieve $2 billion or more in mobile sales. Cyber Monday generated over $7.9 billion in North American sales. But while sales volume increases, brands are left scrambling to get in on the fun. Often, to their detriment. Here, we study the delicate balance of brand equity and incentive-driven revenue. Idealism aside, there is a balance that can be achieved.

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