Ana Andjelic: Legacy retailers define strategy in competitive terms. Retail upstarts define it in terms of their customer.
To successfully compete in today’s customer-first context, retailers have to start thinking beyond incremental innovation. They must become comfortable with new models that cannibalize their business as it is right now.
Glossier is still only three years old, and is expanding internationally at a time when most older MLCs (modern luxury companies) and DTC brands are still only shipping domestically.