The Relevancy Read

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Hot takes, early calls and astute observations, carefully curated.

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Oyster season and ice bath addictions.

October 17, 2023

Oysters shell out for sustainability.

Oysters are becoming a hero ingredient for environmental initiatives across industries. Billion Oyster Project restores oyster reefs in the New York City Harbor, protecting urban shorelines and improving water quality for both marine life and locals on land. Finding a fashion use-case, Long Wharf Supply repurposes oyster shells for fisherman sweaters. Even vegans are coming around—Ostroveganism is a growing belief among vegans that oysters are an acceptable, sustainable protein source that align with ethical consumption, given their non-sentient nature. As we enter a sustainable materials arms race, no industry will be left un-shucked.

Ice baths are white hot.

Unlikely activities are going down in ice baths: networking and speed dating. The New York and LA Times recently spotlighted the socialization of cold-water therapy at wellness clubs like Remedy Place and Ice Pass, underscoring the phenomenon’s exponential uptick. Our social feeds are flooded with guys praising cold plunges in the spirit of normalizing male wellness and mental health. Finance-bro influencer Bennet Jordan recently equated the 250% dopamine level increase that occurs in cold exposure to a “cocaine high without the crash.” As more consumers get hooked, this will be the hottest amenity at gyms, hotels, spas, residences, and even offices.

Running’s fashion moment.

Researchers think running could be as effective as anti-depressant medication. People are doing marathons for the party aspect. Running has officially rebranded as a social, mental-health sport. And where consumer interests go, fashion follows. First trail runner shoes became lifestyle staples, now running apparel’s getting fashion makeover. Loewe’s On collaboration elevates the performance sneaker to luxury fashion shoe. Drake’s recent Nike x NOCTA running collection doubles as rave-ready streetwear. Rising independent brands like Hermanos Koumori and Over Over are bringing fresh creative energy to the category. Retailers: this is a merchandising and positioning opportunity not to miss. 

It’s time to retire the brand influencer trip.

Consumers are tired of seeing marketing stunts that don’t serve the customers who actually purchase products. As result, many brands come under fire for inauthentic influencer trips. Revolve’s lacking diversity, Shein’s riddled in human rights issues, and Tarte’s too lavish. Haircare brand K18 strikes the right counterchord in a recent campaign, “Real People. Real Results,” showcasing eight employees’ hair journeys with the brand. With Sofia Richie the face of the brand, K18 offers a case study in reallocating influencer budgets to a single ambassador for clout and letting real customers do the rest, the greatest influencers of all.

Treasure hunt-style shopping surges.

People are working hard to get few-of-a-kind goods. "Closet shopping" is evolving the thrifting trend into urban fashion yard sale. These events are typically announced on Instagram with a size range, date, and place, and people simply show up to shop. Style influencers like Stephanie Covington have recently leveraged their followings for this format. The Co. sees this as a democratization of the rare-item sourcing that's been on the rise in the luxury market. Long on our radar, Gab Waller, an internationally renown concierge for unique luxury goods, recently advertised her services in clever word-finder posters across NYC. Retailers will be wise to incorporate thrill-of-the-hunt tactics to help customers save money, waste less, and stand out.

But wait, there's more...

Cringe it-brands and commercial anxiety.

October 10, 2023

Bridesmaid burnout and home economics.

October 03, 2023

Fast Company Findings

September 26, 2023

Paris Design Week

September 19, 2023

Munich Musings

September 12, 2023

Retro living and artificial surfing.

September 05, 2023

Gas stations, small homes, and a good ol' office

August 29, 2023

New romance, New England, no morals.

August 22, 2023

Gen Z’s quarter-life crisis and collectibles craze.

August 15, 2023

Jell-O, dolls, and religion return

August 08, 2023

Ralph reborn, peak produce season, and the circus is in town

August 01, 2023

Peak Pickles

July 25, 2023

Big female energy drinks.

July 18, 2023

Nostalgic IPs never end.

July 11, 2023

Fresh findings from Paris.

July 05, 2023

Tourist traps' ironic allure.

June 27, 2023

Shopping's existential crisis.

June 20, 2023

Rising tides for surf culture.

June 13, 2023

Fashion’s foot fetish.

May 30, 2023

Micro clout beats follower count.

May 23, 2023

The dupe culture wars.

May 15, 2023

PMS and EDM.

May 08, 2023

Cruises’ Gen Z era.

May 01, 2023

Vegas and mahjong

April 25, 2023

Boob jobs and Judy Blume.

April 18, 2023

Condiments and Gwyneth’s $1 win.

April 11, 2023

Pasta as creative direction.

April 04, 2023

We took our talents to Texas for SXSW

March 28, 2023

Weddings’ glow-up.

March 21, 2023

Scream queens and F1 fangirls.

March 14, 2023

Rock stars and english majors.

March 07, 2023

Sleep sells.

February 28, 2023

A Goop-ified hospital giftshop.

February 21, 2023

The best Super Bowl strategies.

February 14, 2023

Kinky fashion and dupe culture.

February 07, 2023

Hikers, bikers, and ravers, on my!

January 24, 2023

The brandland business model.

January 17, 2023

Laissez-faire fashion and religious retail.

January 10, 2023

Postpartum products and anti-aviation travel.

December 20, 2022

Self-care climate control and sassy snacks.

December 13, 2022

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