Introducing Our Inaugural Research Paper: The Next Big Bang
Why going forward a new Brand Universe solution to growth is imminently required for brands and culture projects to thrive.
This article is part 1/12 of The Next Big Bang: The Brand Universe Solution to Growth, the inaugural research thesis by edition+partners, distributed here on SOTA.
In the ever-evolving landscape of brand development, the concept of a Brand Universe emerges as both a tangible entity and a strategic methodology, offering a dynamic approach to brand survival and growth. This report is dedicated to introducing, defining, and exploring the multifaceted nature of Brand Universes, encapsulating their significance as we venture into the burgeoning uncertainties of 2024. However, this isn’t just a guide; it’s a call to action, underlining the criticality of embracing a new approach to building and scaling brands: the Brand Universe methodology.
Introducing the Brand Universe
A Brand Universe extends beyond a mere logo or slogan; it's an ever-evolving, interconnected ecosystem of internal (image, attitude, and argot) and external (narrative, entertainment, and product) touchpoints and the pulse that beats between the two. They can be as big and expansive as those of Gucci, Nike, and Ralph Lauren, or as curated like those of AMBUSH, Our Legacy, or Humanrace.
Both, nevertheless, comprehend the modern expectations that their audience places on them as brands. Brand Universes permeate the lives of individuals, both tangible and intangible, transforming brands into lasting symbols of meaningful connection. This duality — both a tangible entity and a strategic methodology — sets the stage for innovative brand development. In short, we believe that the brand universe approach explored in this report is the new blueprint for launching and scaling brands going forward.
2024 Reboot
In the crucible of 2024, the challenges aren’t mere stumbling blocks, they’re existential threats. In the wider world, aspirational customer spending is in decline, pandemic savings are drying up, the overall luxury market’s growth is slowing down, and even the share prices of some major luxury houses and retailers are showing fragility.
Within the industry market saturation, pricing misalignment with consumer expectations, over-reliance on third party sales channels, and a disconnect between creative inspiration and everyday wearability represent real adversaries threatening to stifle brands and leave them vulnerable to financial exhaustion and an inability to adapt to cultural and economic shifts. Industry literature, experts, consumers, and brands themselves echo these concerns, urging a departure from conventional practices. Waiting is no longer an option. A Brand Universe, therefore, isn’t a luxury but a necessity for brands seeking not just survival, but a thriving presence in the tumultuous market.
Our Study in a Nutshell
What’s to come over the next few weeks isn’t another youth culture report, but a brand study as told by brand leaders. Our methodology isn’t just academic rigour; it's a battle-tested exploration into the heart of successful brand development. Our study presents a comprehensive examination of Brand Universes, integrating insights from industry literature, in-depth brand founder interviews, expert opinions, and respondent feedback. The urgency is palpable as we extract core principles that demand immediate attention. Our study compels action, not contemplation.
What Comes Next
Amidst these challenges, the Brand Universe emerges as a critical solution — a blueprint for survival, prosperity, and relevance. This methodology departs from traditional practices, emphasising continuous growth without predetermined endpoints. It thrives on consumer engagement and actively involves the audience in shaping the brand's narrative. Our answer to it all is a multi-faceted strategy that includes, and isn’t limited to, product innovation, revenue diversification, impactful collaborations, and strategic alliances, forming a robust foundation for brand survival and growth. Read on to discover the four distinct pathways for cultivating and expanding a Brand Universe: horizontal expansion, a new approach to community segmentation, effective communication and selling methods, and harnessing emerging technologies.
In essence, Brand Universes become the vanguard of brand leadership, harmonising creativity with commerce and analytics. By following the principles outlined in this report, brands can position themselves strategically to navigate the evolving terrain of brand development successfully. As we confront the uncertainties going forward, success awaits those who embrace adaptation, innovation, and the cultivation of dynamic Brand Universes. The forthcoming sections provide a comprehensive blueprint, offering insights to guide you in constructing and growing your unique Brand Universe. In short, it’s a rallying cry for those who refuse to become laggards in an ever-changing world that is moving at a speed faster than ever before.
How Our Study Was Conducted
To precisely define the term Brand Universe in the context of its application in the fashion and closely related creative industries, and to clarify how its foundational elements complement, rather than replace, traditional brand-building practices, this study employed a mixed-method approach1. To reach a clear consensus, insights were gathered from three principal sources.
Initially, we intentionally curated a group of individuals, including founders, creative directors, and c-suite executives, representing 41 globally renowned brands in the fashion industry. Despite this, all of them have achieved prominence within the past 15 years and are steering their respective sectors into new territories. This selection aimed to capture a diverse spectrum of brand aesthetics, business models, company sizes, and geographical locations.
With each of these key stakeholders, we explored the intricacies of their respective Brand Universes as well as their broader brand and growth strategies. These interviews delved into overarching challenges at both macro and company levels, the evolving dynamics between brands and consumers, and future prospects. Our approach involved thematic analysis to identify recurring patterns and extract meaningful insights
To validate themes and results from our brand interviews with a larger sample, we conducted a survey among 380 fashion early adopters across 40 countries whose attitudes and behaviours indicate emerging developments early. Their perspectives are invaluable in anticipating and understanding the future directions of the global fashion industry.
This panel offers insight into an influential group that is at the forefront of shaping culture, commerce, and fashion. They predominantly work in creative sectors such as fashion, advertising/marketing, media and the arts (38%, 16%, 12% and 7% respectively). The majority live in major cities (80%) and they skew young, with two-thirds (67%) aged between 18 and 34.
They're knowledgeable and critical about their favourite brands, and progressive in the way they get informed, engaging with authentic, grassroots media and niche and specialist communities. A significant proportion consume content from independent authors (84% with 29% even paying for content from independent authors) and are heavily involved in online communities (44% engage in these with 22% even paying for online community memberships).
In conjunction with the interviews with brand leaders, the sample provided valuable additional insights into the composition of Brand Universes from a consumer’s perspective.
Lastly, to deepen our comprehension of the subject, we cross referenced emerging themes with 18 experts and leaders at the forefront of shaping creative industries globally, propelling them into new frontiers. Their contributions, combined with the aforementioned sources, collectively formed a comprehensive and holistic examination of the concept of Brand Universe in the evolving landscape of fashion culture.
The insights presented on SOTA over the next eight weeks serve as a valuable resource for anyone working within the creative industries. Whether you are a brand leader refining strategies or an entrepreneur exploring new commercial territories, 'The Next Big Bang: The Brand Universe Solution to Growth' is an essential guide for navigating the real-time shifts that will influence the future of brand building.
Detailed panel specs: Age: 10% 18-24 years old, 57% 25-34 years old, 24% 35-44 years old, 7% 45-54 years old, 2% 55 years or older; Markets: 50% from Europe, 30% from the UK, 13% from the US, 7% from other markets; Gender: 49% Female, 49% Male, 1% Genderqueer, 1% Non-binary; Occupation / Industries: 38% work in Fashion, 16% in Advertising/Marketing, 12% in Media, 7% in Arts, 7% in Tech, 3% in Business Services, 3% in Leisure/Hospitality, 14% in other industries; Media usage: In the last month, 84% have read/listened to content from independent creators (e.g. Podcasts, Substack, Patreon), 29% have paid for content from independent creators (e.g. Substack, Patreon), 44% have engaged in an online community (e.g. Discord, Reddit), 22% were part of a paid online community (e.g., DAO, Slack, App); Average spend per respondent in the past 12 months on clothing, footwear and fashion accessories combined is approximately $5,000.
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