What comes to mind when describing store brands? Words and phrases like “cheap alternative,” “plain packaging,” and “knockoff” …or “visually appealing,” “delicious,” and “high-quality”?
Selling ice cream is a childhood dream for many. For some, it’s a job with a steady paycheck. But for entrepreneur Robyn Sue Fisher, it’s an all-consuming passion and a way of life.
Armed with an MBA from Stanford, an aptitude for invention, and a desire to leave the corporate grind, the self-described ice cream fanatic launched Smitten Ice Cream in 2007.
Personal branding. Social networking. Content creation.
These buzzwords have floated around the tech and business world for the past several years as part of the formula that entrepreneurs, brands, and businesses have used to gain a loyal base of customers and followers. But over that time, attention spans have become shorter. Sponsored advertising is overtaking native content on social media platforms. And the temptation of getting in front of as many eyes as possible can overshadow genuine engagement.
Since its founding in 1994, the e-commerce giant Amazon has revolutionized the way we shop for electronics, household items, books, and more. With products ranging from the most popular to the most obscure, and widely seen as a one-stop shop for almost all consumer goods. Amazon's foray into the apparel market is a continuation of this trend.
With issues such as climate change, gender inequality, and global poverty at the forefront of the news cycle, consumers are changing the lens they use to view brands, precisely by increasing the focus on ethics and corporate social responsibility. And these changing attitudes are influencing purchasing decisions—especially among younger demographics.