Game changers cutting through the noise

-
13 Apr, 2021
Highsnobiety

We teamed up with LYST — the world’s biggest fashion shopping platform — on our latest quarterly report ranking the brands and cultural pioneers on the rise. We set out to improve the way forecasting in the fashion industry is done, giving the power to the public through global data collection and enlisting industry experts to go beyond the personal opinion of our editors. 

The NEXT 20 combines quantitative data — an algorithm combining sales and search metrics from over 100 million annual shoppers, social tracking, and Google data — and qualitative findings, obtained through active feedback from an advisory board comprised of founders, consultants, stylists, buyers, models, and executives.

EXPLORE THE FULL NEXT 20
 PEOPLE CHANGING THE GAME
This emerging group, often part of the creative class, cleverly took advantage of the new playing field presented by the pandemic. They surpassed third parties by directly speaking with their loyal followers, and used the rise of localization to their advantage. They shift our time, attention and dollars towards their new launches, often by driving real change that benefits the greater good and makes us grow as individuals. 
Keeping a connection with fans digitally across time zones is tricky for any creative. Standing out online at a time when everyone is flocking to the same platforms to speak to similar audiences is ever harder. The NEXT 20’s Cultural Pioneers have masterfully understood that being heard is a strategic exercise combining creative direction, timing, distribution, tone of voice, and adopting new platforms. It shows us that their early success is just the beginning.
WHAT MAKES THESE PIONEERS SO SPECIAL?
 BRANDS CHANGING THE GAME
Over a year into the pandemic, brands have adapted to the new reality of selling online. Agility has become key in recognizing what drives excitement for today’s consumers. Smaller brands have always been able to be more agile, as there often isn’t a set hierarchy in place, resulting in decisions being able to be made in real time. This leaves more time to spend exploring not just trends in product, but in the consumer behavior of the communities they speak to. 
These are brands that aren’t waiting for the wider fashion industry to invite them to their “honorable table,” and instead create their own. This comes from community-driven content over strictly brand-owned content, innovative marketing campaigns with collaborators over meaningless hard sells, and being quick to align with the real life values its consumers have over staying silent on important matters. In doing so, they’ve changed from sellers of product to creators of culture.
WHAT MAKES THESE BRANDS SO SPECIAL?
Our Insights newsletter provides weekly analysis and quarterly reports on the business behind culture. 
SIGN UP FOR HIGHSNOBIETY INSIGHTS
 COLLECTIONS FROM SOME OF OUR FAVORITE DESIGNERS
EXPLORE THE LATEST ON HIGHSNOBIETY SHOP
 LATEST NEWS
BROOCHING THE SUBJECT: JEWELRY FOR YOUR CLOTHES
MAKING KID CUDI’S CHAIN WAS A PAIN IN THE BEN BALL(ER)S
AROUND THE INTERNET IN H&M X GOOD NEWS’ SNEAKER COLLAB
FOUR ARTISTS BRING CROCS’ NEW SANDAL TO LIFE
MORE HAPPENINGS IN OUR WORLD
Facebook
Instagram
Snapchat
Twitter
YouTube
Pinterest
You are receiving this email because you opted in at our website: TidyMails. You can unsubscribe from this list or update your subscription preferences.

© 2021 Highsnobiety,
Highsnobiety
Genthiner Str. 32-34
Berlin10785
Germany

Add us to your address book
more from HighsnobietySee All ›

discover Latest Entries ›