More e-commerce platforms exclusively carry and promote brands from communities and geographic areas that have traditionally been underrepresented in the industry.
When I think back to my childhood, a common resurfacing theme is loneliness. Sure, I had friends. But what I didn't have was a sense of belonging. As a multicultural, first-generation kid growing up in the Heartland, that was hard to come by. It wasn't until the Internet Age — and the subsequent rise of social media — that I discovered others like me even existed. Instantly, I could connect with millions over our shared cultures, quirks and experiences.
Originally, Shop Latinx was an Instagram account, intended to be an online meeting place for Latinx folks to gather and bond, especially after the election. But once Chavez began posting products on the platform, she noticed her audience was hungry for more. One of the vendors, Jen Zeano Designs, has developed a loyal following for its cheeky apparel, like T-shirts that have "Latina Power" and "Cabrona" written on the front.
"[With] most retailers, it's a very transactional experience you're having with them," Rasool says. "That's where the storytelling element comes in. We're really helping the brand build and create imagery around these women and their stories." Speed to market remains a priority for most industry executives, which can often squeeze out up-and-coming brands that lack the expertise to navigate convoluted contracts and purchase orders. One 2018 McKinsey report sums up the challenge — and opportunity — many emerging brands are currently facing, writing: "The days when fashion firms relied on a single, one-size-fits-all, go-to-market process are long gone.
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