The Ultimate Brand Evolution Playbook: A Look at Kith
Kith has been able to expand in multiple directions, including lifestyle, without losing sight of its roots. Plus, Taylor Swift's wedding-industry impacts, consumer sentiment dips and TikTok trends.
Welcome to Inside The Collective, a newsletter that invites you into the brains, conversations and ideas of Allison Collins and jessica ramírez, friends and cofounders of The Consumer Collective. Here, we share weekly thoughts on consumer sentiment, news, retail, fashion, beauty, business, things we like, things we don’t — and why. We hope it helps you connect the dots across the consumer world.
What we’re watching:
Taylor Swift’s engagement will undoubtedly shift ring trends, wedding trends, etc. Just look at all the jewelers quoted in this story.
An expected influx of people (especially millionaires) to the United Arab Emirates.
Tariffs could have a positive impact on the off-price channel.
How the de minimis loophole closing (tomorrow) will impact small, international brands.
Consumer sentiment was down this month in the U.S. as people worry about job security.
Sports investments: Tennis star Martina Navratilova invested in Charlotte women’s soccer franchise the Carolina Ascent FC.
A new workplace burnout term: quiet cracking.
Are SPACs back?
Stuff on TikTok:
College verification is coming, giving Facebook 2006 x modern community building.
At the beginning of TikTok videos, lighting a match appears to be the new applying lipgloss. Just in time for a cozy fall.
There are literally cherries everywhere, on everything. (Allison Collins)
What we’re reading:
The United States is Southern Now (Bloomberg)
Hard Court (Substack)
Why Raya is doing well even as everyone talks about deleting their dating apps (WSJ)
What we like: Pre-owned handbags
I have collected a handful (maybe two handfuls) of vintage and pre-owned bags over the past decade. Many are designer, a few are not. But through my travels (IRL and digitally at The RealReal), I have been able to find bags that feel unplaceable — my ultimate goal with purchases in the TikTok era. I can’t wrap my head around paying $5,000+ for a handbag when just a smidgen of patience would allow future me to buy it for $400. Jess and I both expect designer resale to pick up substantially as more and more consumers seek value. (Allison Collins)
The Analysis: The Ultimate Brand Evolution Playbook, Courtesy of Kith
The Analysis is available for paid subscribers only. This week, we analyze Kith’s brand evolution and why it works. For more retail insights, send us a note at info@theconsumercollective.co.
