Historically, brands often mature to the point that they use their distributive and production knowhow to launch or acquire other brands using the same infrastructure. But the influx of investment into digitally-native brands has forced many relatively nascent companies to transform into holding companies or brand platforms themselves at a relatively early stage in their life cycle. At the same time, some new brands—both digitally-native and traditional—have launched as holding companies in order to drive their founding mission from the get go.

In contrast, established traditional brands have moved to establish or expand their holding companies and brand platforms in order to continue growing and infuse freshness into their portfolios. Often times, newly acquired brands endow holding companies with lessons in innovation and technology, while the parent company acts as a VC or private equity firm, funding the smaller brand’s growth. Case studies include Bevel, Comme des Garçons, Harry’s, Michael Kors and Rimowa.

Fast or Frivolous 2018 is both a follow-up to our flagship report—a continued exploration of what 19 of the brands featured last year and others have faced over the course of 2018—and now an ongoing annual survey of the consumer brand landscape. This section accompanies:

See the Insight Collection to glean more lessons from 2018's consumer developments and how 19 brands navigated these changes.

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