Keith Bendes highlights the rise of creator brands in influencing traditional retail markets, disrupting the dominance of conglomerates like Unilever. With the advent of improved supply chains and logistical support, creators can more easily develop and distribute their products. Furthermore, major retailers now recognize the consumer demand for these brands and are increasingly allocating shelf space to them. As brands like Mr. Beast's Feastables prove profitable, the future promises even more growth in this sector, underscoring a significant shift in consumer behavior and product availability.
If you own the shelf, then you own the consumer, and that model is being disrupted as creator brands gain traction.
Building a following of millions on social media is more challenging than creating a quality product, which is why many creators are successful.
Creating products has never been easier; the supply chain and logistics infrastructure are increasingly accessible to creators.
Retailers are beginning to realize the high demand for creator products, leading to increased shelf space being allocated to these brands.
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