Marcela Sapone: Smart brands like Aesop have figured out that clever distribution builds brands.
Aesop and others realize that modern brand building lies in meeting today’s new consumer in the places they are: the hotel, the restaurant, the boutique. Now the onus is on CPGs to unlock new channels to break out of stalled growth.
Marcela Sapone: The modern luxury supply chain is log jammed at the front door of your apartment building.
It doesn’t matter how sophisticated direct-to-consumer brands make their products or supply chains today — if shipments get stacked at the front door of your apartment, that’s a failure. Fortunately, a more thoughtful, seamless future is on the way.
Marcela Sapone: “How to leapfrog the smart home trend, and make something consumers actually want.”
Alfred’s CEO argues that the home of the future isn’t some bleeding edge futurist vision. Rather, it’s simply a home — full stop — humming with (silent) new efficiency. And it should be as frictionless as calling an Uber. (838 words)