Loose Threads Letters

A new series of open letters that present ideas for companies across the rapidly changing consumer economy to improve their businesses.

Dear Comme des Garçons: One Thing I Would Do


Comme des Garçons has pioneered a new model of creation and ownership over the almost 50 years of its existence, fostering a thriving horizontal ecosystem of brands and retail stores. No other company has the breadth and the depth that Comme does,…

Dear Triple Five Group: One Thing I Would Do


As Triple Five Group works toward the opening of American Dream Miami, you’re riding the success of your other mall properties, including Mall of America—a trailblazer in unifying theme parks with retail. Your new venture will be the biggest mall in…

Dear Hollar: One Thing I Would Do


When shoppers surf the Hollar site or app today, they can choose from thousands of products, filling up their carts with items from beauty to snacks, party supplies to toiletries, at an average of $2 to $5 dollars per SKU. Maybe while scrolling…

Dear Rent The Runway: One Thing I Would Do


It has been very exciting to watch Rent The Runway usher in a new model of clothing consumption—one of the first that puts sustainability at the forefront. The company has continued to scale in the face of many skeptics, and your customers have led…

Dear Away: One Thing I Would Do


Away has built an impressive toolkit to help today’s travelers, no matter where they’re going or how they’re getting there. Your mission to improve the travel experience and its innumerable encumbrances has sparked a new group of consumers who turn…

Dear The RealReal: One Thing I Would Do


With The RealReal’s network of more than 8 million members, shoppers increasingly go to you to purchase high-end consignment items. Driving your mission to extend the lifeline of luxury clothes and accessories, you connect customers with…

Dear Ulta Beauty: One Thing I Would Do


Ulta continues to expand its brand selection, often testing new brands online or at a small number of brick-and-mortar locations first, before scaling the offering. This worked wonders for MAC Cosmetics—Ulta’s most successful ecommerce launch…

Dear Fenty Beauty: One Thing I Would Do


Fenty sprung onto the scene seemingly out of nowhere—a brand built on inclusivity, with an unprecedentedly wide assortment of SKUs for people of all different skin colors. Filling this long-time void in the market, Rihanna and your team created one…

Dear GREATS: One Thing I Would Do


While GREATS is very much a blank canvas, both in terms of the products and the brand, it’s less clear how this can serve new and existing customers—how they can make this blank canvas their own. Bridging this gap will help the brand grow in more…