This is just an intermediate step in the inevitable shift to direct to consumer sales. Between Walmart, Amazon, dying retail and malls and globalization which killed control of product distribution worldwide, this is the only conclusion.
Brands will want to engage with customers directly and cut Bezos and co. out.
Honestly as a consumer "Engaging with brands" is somewhere just below getting a root-canal on my list of non-favourite things. Really I don't want to "engage" with anything I just want to give you some money in exchange for your stuff - why don't they get this?
That is probably true, although I do buy good suits - but even so has your wife ever "engaged with a brand" or does she think of it as "purchased a gorgeous looking $CLOTHING_ITEM"?
When they’re talking about “engaging the brand” they’re talking about people who enjoy shopping. They’re not just going to the store to buy a replacement bird feeder. They’re going out to the shops to enjoy being in a nice space, be treated courteously, and look for products to buy that will make them feel good. Consumers like that are less and less interested in digging through a thousand brands at a department store and are getting more from a more personal boutique experience where they can get more consistent service and products.
People in the marketing business would say when someone attends a Foo Fighters concert, or buys a Foo Fighters tee, or posts about them on social media, that they are "engaging with the Foo Fighters brand"
They imagine the same thing could be achieved by brands selling computer chips, tampons, washing machines, cars, and so on.
Personally, I doubt the words "brand engagement" have ever passed Dave Grohl's lips - but I can kinda understand where they're coming from.
Seems to me like it's the brand, because she'll find something similar on Amazon then talk herself into going to the brand's store for various reasons instead of buying the basically identical knock off.
My favorite reason is "I think the brand name holds up better," ... for the 5 times you'll wear it? But it makes her feel like we're doing well in the rat race, so works for me.
That works for an established brand of Nike, Procter & Gamble and Coca Cola variety, but creates quite a barrier for a new brand. Retailer’s value proposition, in a nutshell, is lower customer acquisition cost. Some brands need it, some don’t.
Brands will want to engage with customers directly and cut Bezos and co. out.