Digital Fueling Indie Brands' Ascension, But Omnichannel Remains Ideal
This article was originally published in The Rose Sheet
Executive Summary
The NPD Group identifies niche, indie brands as fastest-growing in the prestige beauty space, propelled by savvy use of digital platforms. While the importance of a strong online presence is undeniable, omnichannel is seen as the optimal strategy by a growing number of beauty marketers and retailers, including former digital pure plays that are delving into brick and mortar, Kline & Company notes.