The Hyperfragmentation of Retail and Why the Biggest Winners are Digital Ad Platforms, not Microbrands

Namrata Patel
Apr 29, 2018 · 15 min read

What’s the current state of play?

Long tail brands from my IG feed.

What are the table stakes for retail today?

Mast Chocolate. Temescal Brewing Company. Krylon.
Glossier at Rhea’s Cafe, San Francisco.
The Wing, DUMBO.
Peloton Showroom, Boston.

How are the best brands differentiating?

Instagram post by Glossier customer.
Assortment of Deciem products.

Who are the winners and the losers today?

What are the implications of this hyperfragmentation?

What’s next?

Who could aggregate the longtail of DTC brands?

Closing Thoughts

Namrata Patel

Written by

Former VP Product + Design @

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