Every “law” of retail is being rewritten.
The last century has been dominated by giant brick-and-mortar retailers and conglomerate mega-brands. Sears, Unilever, and their kind have stood more or less unchallenged.
Fast forward to now: Sears’ has closed 100s of locations, operates at a massive loss, and has seen the value of their shares fall over 95%. Unilever, on the other hand, just had to spend $1 billion to acquire a company who captured a chunk of Unilever’s market using YouTube videos—The Dollar Shave Club.
