Member Brief No. 21: Emerging Apparel Category Report

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Pictured: Primary Cloth

In 2017, the online apparel market amassed a $100 billion dollar year for the first time in history. Consumers have grown accustomed to making these types of purchases without the need to touch, try, or toil with their buying decisions. In this report, we break down two subcategories of the online apparel market. They share one thing in common: each category has been disrupted in the past two years and in both cases, there’s more to come. These two subcategories stood out for areas that have the most potential for growth in 2019 and beyond:

  • plus size
  • children’s apparel

Plus sizing, alas!

The plus size subcategory is ripe for disruption with new players joining the fold by the month. It’s no longer novel to offer sizing up to 5x. In fact, consumers are beginning to see brands focus on providing real fashion options to more Americans. While Columbus’ Lane Bryant (sales growth of 18.1% in 2017) has been around for nearly 120 years, it’s never been viewed as a fashion forward or technically-savvy company. And Ashley Stewart Inc. (sales growth of 26.7% in 2017) also began as a physical-first retailer in 1991. Both brands have suffered at the hands of private equity’s influx of cash and unfriendly voting control. But private equity is not solely to blame. And both are desperately pivoting to a retail world that is more welcoming to digitally native vertical players.

Este informe está destinado exclusivamente a Miembros ejecutivos, para facilitarle la afiliación, puede hacer clic a continuación y acceder a cientos de informes, a nuestra lista DTC Power List y a otras herramientas que le ayudarán a tomar decisiones de alto nivel.

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Informe para los Miembros nº 19: Diez conclusiones

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Datos. La categoría de ropa y accesorios está demasiado saturada. Francamente, sin una gran agencia de branding, suerte y una gran capacidad de venta, es casi imposible para las marcas emergentes establecerse en un ecosistema que parece evolucionar mes a mes. En este informe, 2PM analiza el estado del mercado de la ropa en línea(98,5 dólares en el año fiscal 17 - un 16% más) y diez conclusiones del informe IR 2018 recientemente publicado.

Este informe está destinado exclusivamente a Miembros ejecutivos, para facilitarle la afiliación, puede hacer clic a continuación y acceder a cientos de informes, a nuestra lista DTC Power List y a otras herramientas que le ayudarán a tomar decisiones de alto nivel.

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Member Brief No. 18: The Puma Report

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Recently released: Puma’s first basketball shoe in 20 years.

Brands. If you’ve built a great product, you’ll need an audience. And if you’ve built a captive audience, you’ll need a great product. Draft night has come and gone. This year, a brand was the night’s biggest story. Puma was last relevant in the basketball world when NBA legend and current Knicks commentator Walt “Clyde” Frazier played in the 1970’s. Founded by the younger brother of Adidas’ Adolf Dassler, Rudolf’s Puma brand is historically viewed as the little brother to Adidas.

Their market positions would confirm as such. Adidas is currently trading at a $35 billion market cap, nearly five times the size of Puma’s $7.5 billion market position. But that’s where the disparaging ends. Puma, an American mountain cat known for its secrecy, has made one of the biggest brand splashes in recent memory. It caught the entire industry off guard.

Este informe está destinado exclusivamente a Miembros ejecutivos, para facilitarle la afiliación, puede hacer clic a continuación y acceder a cientos de informes, a nuestra lista DTC Power List y a otras herramientas que le ayudarán a tomar decisiones de alto nivel.

Únete aquí