Member Brief: On Multi-brand Retail

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The company has been met with a notable skepticism. Long before Verishop launched, its merits were hotly debated. Industry insiders poked and prodded the idea that another marketplace had the audacity to enter the space and against Amazon of all companies. Does the industry need another marketplace? What will their average gross margin be after the holiday season? How will they attract strong brand and media partners? And where will the traffic come from? These are but a few of the questions that you’ll hear among eCommerce industrialists.

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Member Brief No. 14: The Brand Co-sign

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Introduction to intra-package advertising. About four months ago, a few things happened in a short period of time. There began early conversations around Facebook and Google’s privacy shortcomings, marketers began discussing ever-increasing top funnel advertising costs, and I began thinking through methods for vertical brands to offset their growing logistical costs. To solve for all three, I proposed a simple solution to a few high-volume, brand equitable retail startups: offer promotional space within your existing packaging to a like-minded brand. Add value to a buyer’s unboxing experience.

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Member Brief No. 11: Mega Merch 101

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Social media and the normalization of digitally vertical native brands has enabled artists and influencers to create online retail brands as a primary source of revenue. In this report, we will break down best practices – including some insights from our editor’s work with a certain Youtube creator. But first, let’s dig into one of the best thematic merchandising example of the last year. On April 14, Beyoncé Knowles-Carter took the stage at Coachella, an innovative online retail operation followed.

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