17 lines
4.9 KiB
JSON
17 lines
4.9 KiB
JSON
{
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"HubID": "4911",
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"Date": "11/4/2024",
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"HubTags": [
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"Activity Tracker",
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"External Platform Posts",
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"Future Map Forward Guidance",
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"Future Map"
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],
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"Contacts": "c6528Joanna_Williams",
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"Companies": "",
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"File": "",
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"Image": "",
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"Summary": "This is a great piece because it shows WHAT Gen Z is buying and WHY and from WHOM. Read it first then my comment on how we leverage this to massive good. <hr /><p>https://www.linkedin.com/posts/joanna-williams-4651615a_thegreatfashionreset-activity-7259216147835686912-fnbK</p><p>44% of US Gen Zrs buy at least 1 item from SHEIN each month</p><p>Knowing your customer’s habits in your own brand ecosystem used to be key to success</p><p>understanding their preferences outside of it is the job now</p><p>Your data must intersect at content, creators, + communities</p><p>b/c Gen Z spend all their free time on entertainment platforms</p><p>And community is how it works</p><p>Understanding demand for individuals is table stakes</p><p>overlaying demand for community is crucial to thrive</p><p>Converting real time content into products has been the priority since TikTok</p><p>Shein was the only one to organize around it, </p><p>generating $30B in revenue LY </p><p>Their business model is in stark contrast w/mass fashion</p><p>who produces thousands of each design hoping to sell year-old, watered down trends</p><p>b4 the sustainability purists clutch their pearls</p><p>It's not possible to address our dire climate crisis w/old solutions</p><p>Consider this:</p><p>Temu app: 167M MAU</p><p>1st 6 month 2024 sales: est $20B</p><p>They have already beaten ANNUAL '23 sales of $15B </p><p>'24 sales forecasted to hit $54B </p><p>THEY ARE 2 YEARS OLD</p><p>Net sales at Amazon: 11% higher in Q3 vs LY</p><p>They nearly doubled capital expenditures from $12.48B to $22.62B, </p><p>“The increase bumps here are really driven by generative AI,” -CEO Andy Jassy</p><p>Keep in mind </p><p>We’ve got a data problem no one is addressing but fast fashion</p><p>Past data doesn't capture new behaviors</p><p>Social/cultural shifts create discontinuities</p><p>Consumer preferences change non-linearly</p><p>Network effects create sudden changes</p><p>Viral trends emerge from micro-interactions</p><p>The solution isn’t better prediction – it’s eliminating the need to predict all together</p><p>And just react in real time</p><p>The new market: luxury at the top, creator brands in the middle, fast fashion at the bottom</p><p>Creators no longer need brands</p><p>They will create their own economies in every vertical aided by operators w/experience across the new entertainment value chain, connected directly to </p><p>HIGH QUALITY MAKERS</p><p>If creators don’t need brands & influencer marketers don’t need brands and it’s all C2M for Amazon / TikTok Shop / Temu / Shein etc</p><p>Our world is only getting less predictable</p><p>It makes the read & react model the only method to enhance efficiency & cut waste</p><p>btw - Shein's excess-inventory rates are now single digits</p><p>compare that to the industry avg of 50% (!!!)</p><p>and you can clearly see we're trying to solve the wrong problem</p><p>and SHAMING the wrong companies</p><p>In this era trends aren't just fleeting fads; they're the primary drivers of consumer attention, engagement, & purchasing decisions</p><p>The only way to compete is creator brands </p><p>It's the only model that</p><p>Captures attention natively on entertainment platforms</p><p>Moves at the speed of culture vs seasons</p><p>Validates demand b4 production</p><p>Builds community while building products</p><p>Operates w/ zero legacy constraints</p><p>They're not invisible in the vast digital marketplace that Amazon/TikTok & Shopify/YouTube are creating....<br /></p><p>How do we turn that WHAT and WHY to a new WHOM, which is reshored, sustainable production, democratized for the creator-to-market class to sell to this generation? </p><hr /><p>Here is how:</p><p>SHEIN disrupts Zara and H&M, and Shein gets disrupted by...AI-driven user-generated designs, sent to reshored AI and automation-drive textile production, where products have circularity and recycling built directly into them through manufacturing that can be localized, and able to handle small batch orders with short lead times, and probably single-item custom orders, with all-scope carbon output that is close to real zero. </p><p>When...I estimate in 3-years we'll be able to do this. </p><p>If Shein does not model this in the U.S., it is the walking dead, and maybe it is anyway because either we consumers are designing what we want or we buy from C2M-types who we identify with and want to support. </p><p>That is how we disrupt all prior fashion models (traditional>>>seasonal>>>fast fashion>>>ultra-fast fashion) that are wrecking our environment by turning existing demand and consumer shifts towards an even better model that is sustainable.<span></span></p>",
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"Notes": ""
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}
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