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While the music, sports and movie theater industries all have built-in events, some brands and retailers are attempting to build their own. Both Outdoor Voices and Apple have launched programs and services that aim to gather a wide breadth of people—and potential customers—at their brick-and-mortar locations. With Outdoor Voices focusing on keeping visitors active, and Apple focusing on education, the two companies aspire to become the community watering hole—but only time will tell if these community-based programs will serve them in the long run.

This section of Retail as entertainment, entertainment as retail: How commerce and culture are merging in an on-demand world accompanies:

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