The recalibration of retail has flipped the script on what’s successful in the space.
In previous generations, big-box retailers could out-muscle competition, offering lower prices and more variety.
Today, ecommerce has reduced barriers to entry for generations of young adults who value uniqueness over variety, craftsmanship over commonality, and rich origin stories over American icons.
So what does the competition look like now?
Ecommerce is an equalizer