Expect an Increase in Direct-to-Consumer Storefronts and "Split-Personality" Branding in 2020

Analysts predict how brands will set themselves apart in the impending retail apocalypse.

By
Fashion 
4,616 Hypes 1 Comments

As 2019 comes to a close, renowned design firm frog is looking towards the future with its recently-released 2020 Tech Trends report. In the report, frog’s designers and analysts detail their expectations for the retail sector, with a focus on the shifting definition of “brand identity.”

While 2019 saw many traditional brick-and-mortar retailers losing grasp on their physical locations due to declining sales and high rent costs, startups and direct-to-consumer companies have been taking the opposite approach by opening targeted in-store experiences. frog notes that many companies that began online will continue to discover the value of real-life experiences as a tool to measure the desires of their consumers.

This year, for example, digital brands like StockX tested out various physical outposts, including a now-permanent store in NYC and a “Drop-Off” pop-up in London and watch blog and e-commerce site HODINKEE launched a physical pop-up in partnership with OMEGA. “The physical becomes a way to engage customers more holistically, in hopes of creating longer-lasting relationships —- or what we used to call ‘brand loyalty,’” states frog’s report. Along these lines, our 2019 Streetwear Impact Report detailed that 52.6% of respondents prefer to purchase streetwear goods in a physical brand store.

Curated store experiences also allow retailers to collect data on consumers in order to better serve them in the future, both online and in person. frog proposes that retailers will use this data to shape the industry in multiple ways, including a process it has named “split-personality branding,” wherein brands will begin to introduce smaller, more targeted sub-brands that aim attract different demographics under one umbrella rather than curating a single multifaceted brand. Split-personality branding is already happening in the beauty industry with brands like DECIEM, which has over eight sub-brands housed together both online and in physical stores. “Traditionally, these brands should be competing, but in fact, the draw and success lie in the ‘choose your own flavor’ attraction,” notes the report.

frog further describes this business model as a replacement to the product customization trend, as customers would instead be able to find an entire brand catered towards their persona. “Anti-curation is the next evolution of product customization,” continues Megan Lynch, Art Director at frog San Francisco. “Instead of offering consumers the ability to customize a product, companies will offer up the brand experience and its aesthetic expression just for you (and the millions like you).”

The fashion industry has thus far been slow to adopt this trend, but 2019 did see several developments in line with the conceit. For instance, there were much-publicized races between luxury fashion conglomerates aiming to diversify their brand portfolios and several large brands, like Marc Jacobs, began to branch back into accessible diffusion lines.

Read frog’s full 2020 Tech Trends report over on the design firm’s website, and read our full Streetwear Impact Report over on its dedicated website.

Read Full Article

Join Our Discussions on Discord

The HYPEBEAST Discord Server is a community where conversations on cultural topics can be taken further.

101 Users Online

What to Read Next

Meister's Latest Watch Collection Captures 'Star Wars: The Rise of Skywalker's' Best Characters
Fashion

Meister's Latest Watch Collection Captures 'Star Wars: The Rise of Skywalker's' Best Characters

Including R2-D2, C-3PO, Kylo Ren and many more.

BLACK WEIRDOS SS20 Is Rife with Psychedelic Sportswear
Fashion

BLACK WEIRDOS SS20 Is Rife with Psychedelic Sportswear

Louche tailoring meets branded baseball shirts and graphic souvenir jackets.

Minor League Baseball Lifts Marijuana Ban
Sports

Minor League Baseball Lifts Marijuana Ban

Players will no longer be punished for testing positive.


'The Grudge' Reboot Red Band Trailer Gets Extra Gory
Entertainment

'The Grudge' Reboot Red Band Trailer Gets Extra Gory

The franchise’s first theatrical R-rating.

Apple Card's Interest-Free iPhone Finance Program Is Now Live (UPDATE)
Tech

Apple Card's Interest-Free iPhone Finance Program Is Now Live (UPDATE)

Also offering 6% back on all Apple purchases made during the holiday season.

adidas Officially Unveils YEEZY BOOST 350 V2 "Yecheil" and Release Date
Footwear

adidas Officially Unveils YEEZY BOOST 350 V2 "Yecheil" and Release Date

Arriving in full family sizes on December 20.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Help us serve you better

We appreciate your support in allowing HYPEBEAST ads, where we can share contents from the latest fashion, to those culturally relevant. In adding HYPEBEAST to your ad blocker's whitelist, ads on our sites will show while you continue to browse.

Help Support Us

We need ads to keep the lights on and to continue providing free news to our readers. We’d appreciate your support by whitelisting HYPEBEAST on your ad blocker. That way you can keep reading all the great stories for free.

If you have already whitelisted us, simply refresh this page. To find out how to whitelist us, click the button below.

Back

Add Us to Whitelist

We appreciate your support in allowing HYPEBEAST ads. Most ad blockers have similar whitelisting steps and settings. If you need assistance, please contact us.

Adblock Plus

  1. Click on the red ABP icon in the upper right corner of your browser.
  2. Click “Enabled on this site” to disable ad blocking for the current site. In Firefox click “disable on HYPEBEAST”.
  3. Refresh the HYPEBEAST page that you were viewing.

Adblock

  1. Click the AdBlock hand icon.
  2. Click “Don’t run on pages on this domain”.
  3. A new “Don’t run AdBlock on…” dialog may be displayed in the middle of the screen.
  4. Move the “Site” slider to the right. After that, click “Exclude”.
  5. Refresh the HYPEBEAST page that you were viewing.

uBlock

  1. Click the uBlock icon.
  2. Click the large blue “power” button in the menu that appears to whitelist the current website.
  3. Reload the HYPEBEAST page that you were viewing.

Firefox Browser

Firefox Tracking Protection may activate our whitelist notice, which can be disabled temporarily for a browsing session by clicking the shield icon in the URL bar and following the instructions.

Disconnect

  1. Click the Disconnect icon.
  2. Click “Whitelist site”.
  3. Refresh the HYPEBEAST page that you were viewing.