In strong economic times, smaller, newer brands — otherwise known as emerging or up-and-coming brands — have one thing in common: access to capital. This accessibility has historically allowed emerging brands to scale their businesses, gain widespread distribution and seamlessly find their way into consumers’ hands.
Fast forward to current conditions and the macroeconomic downturn. Access to capital has become much more challenging, prompting emerging brands to reevaluate their business models and adopt a more cautious approach to spending. As a result, many have had to slow down their production, marketing and distribution efforts and focus instead on safeguarding their financial stability.
