60% of brands increased their number of retail partners in the last 12 months
Hi, and welcome to Glossy’s Weekly Recap, where Glossy editor-in-chief Jill Manoff breaks down a big industry conversation and highlights five of the latest must-read Glossy stories. Sign up here to get Glossy’s daily, in-depth coverage on the businesses of beauty and fashion in your inbox every weekday morning.
For a status check on brands’ recent, current and future strategies, I’ve compiled the results of seven polls Glossy ran on LinkedIn in late June and early July.
Among noteworthy findings are that nearly two-thirds of brands said their companies have increased their focus on offering comfortable products since the start of the pandemic. But, as for producing these products — or any products — less than 40% are prioritizing U.S.-based manufacturing.
On the marketing front, 60% of respondents said they’ve referenced mental health within their marketing in 2024. And nearly half of brands said they’ve tapped into text-based marketing or commerce opportunities.
Finally, brands are updating their sales channels, with nearly 60% saying they’ve increased their number of retail partners in the last year. And, for 54% of brands, Amazon has become a greater focus. Perhaps as a result, 50% of brands expect their back-to-school sales this year to exceed 2023’s results.
Has your company increased its focus on offering comfortable products since 2020?
Yes - 63%
No - 38%
Is your company currently prioritizing domestic production?
Yes - 37%
No - 63%
Has your company referenced mental health in its marketing this year?
Yes - 60%
No - 40%
Has your company leveraged text message-based marketing or commerce?
Yes - 47%
No - 53%
Recommended by LinkedIn
Has your company increased its number of retail partners in the last year?
Yes - 59%
No - 41%
Has your company dedicated more resources to selling on Amazon in the last year?
Yes - 54%
No - 46%
Does your company expect this year's back-to-school sales to exceed last year's?
Yes - 50%
No - 40%
N/A - 10%
Catch up on the week’s 5 most-read beauty and fashion stories below.
After coming under fire for its lack of inclusive sizing and alleged "toxic" work culture, Brandy Melville, the former Gen-Z retail darling known for its affordably-priced staples, looks to be experimenting with a new concept store in Santa Monica.
According to a panel of 5,000 consumers that Urban Outfitters regularly taps for insights, the Gen Zers leaving for school this August want their school-year living quarters to serve as "multifunctional sanctuaries." They want a place where they can "do their writing, cry and meditate, and make it [their] own," said Cyntia Leo, senior director of brand at Urban Outfitters.
The niche perfume market has only been heating up over the past few years — former indie pioneer Byredo sold to Puig for a reported $1 billion in 2022. The likes of LVMH and Estée Lauder are looking to compete with those formerly indie darlings through scents that mimic niche perfume’s appeal, namely the promise of high-quality ingredients and more limited availability. And the prices are rising to match.
Charlotte Tilbury expanded her namesake makeup brand to fragrance in April with the launch of six scents designed to trigger specific moods. Bella Hadid’s Orebella fragrances launched this spring, too, and are built around “aura enhancing” essential oils. Perfume newcomer Noyz, from Pattern by Tracee Ellis Ross incubator Beach House Group, debuted at Ulta last month and has donated to organizations like Campaign Against Living Miserably. And last week, fitness guru Tracy Anderson debuted her first fragrance, which invites users to connect with their “higher self.”
Especially apparent this summer, knit polos are inspiring men across the style spectrum to flee their fashion comfort zones and try a new shirt for size.
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Brand Builder | Sales + Merchandising Consultant | Retail Expert | Yoga Instructor | Mom
3moDiversifying in sales channels is SO important, and for better or worse, Amazon has become a massive player in the space, so for a lot of brands that becomes worth it. I just wish there were more options for where brands can sell IRL - we are seriously lacking small, independent, interesting boutiques here in the US that support indie designers, focus on personal taste and curation, and aren't beholden to a VC or large conglomerate. We need more!!