Creators are the new brands.
Think about it — a great brand is an engaged community, ritualising around a common value system
Creators are doing this better than anyone right now.
An engaged community of followers can be brought together around an idea, a cause, a product or service.
We see this in the beauty industry — the big sucess stories over the last 5 years have been influencer lead community brands.
@fentybeauty , @summerfridays , Go-To, @kkwbeauty , @glossier , @hudabeauty ... Let's look at what @Humanrace and @aboutfacebeauty do next...
The interesting thing about these brands is that they are founded by people with relatively little supply chain experience — when the supply chain is the mechanism that is delivery all that value.
They are founded by creators with an incredible understanding of the needs of the community that has formed around them.
Some creators partner with existing brands or parent companies to achieve their goals, some labour for years to get their manufacturer mix right.
Our platform, Atelier, is the rails for these creators. Our manufacturing network gives creators the opportunity to launch CPG brands rapidly, without prior supply chain knowledge.
As more Manufacturing-as-a-Service platforms scale we will see a bright new future of creator-led brands.
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