Location, location, location: How brands built on geographic scarcity irreproducibility are defensible in a digital world

Scarcity is a powerful psychological force. It compels consumers to change their behavior while simultaneously raising the value of products and services. However, putting locational, temporal or inventory limitations in place may seem contrarian at…


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…


The Scale Series — Part IV: Localized Luxury

The early 2000s were full of brands launching adjacencies, some of which we looked at in Part II and Part III. Michael Kors, Marc Jacobs, Burberry and many others created endless diffusion lines and offshoots that tried to take the spirit and cache…