Future Commerce

LORE was forged, edited, debated, passed around, photographed, and built page by page. That’s why people love it. Here’s a peek behind the scenes, including the folks who helped bring our cultural field guide to life. Get 15% off with code CommerceIsCulture. Click through, and it’ll drop into your cart automatically with the discount applied: store.futurecommerce.com/apps/rebuy/car…

What’s the perfect combination of retail, wholesale, and DTC if brands want to grow in the future? @brianjlange will be unpacking this topic with two brands (@BollAndBranch and Bero) that are perfecting their playbook at The Lead Summit next week in NYC. We’ll be sitting front row…will you be there too?

The @Swatch x @AudemarsPiguet collaboration became a cultural phenomenon before it even launched. AI renders, fake leaks, and Reddit theories fanned the flames. But this "Multiplayer Brand" moment highlights the all-too-common disconnect between digital fantasy and physical product. Check out our full analysis with @michaelmiraflor: podcasts.apple.com/us/podcast/ap-…

What does it take to create an in-store experience that actually sticks? One that grabs consumers by the collar and lingers in their memory for years? That is the essence of "Return on Experience." It's a way to measure how sensory, service, and emotional design work in tandem. Learn more about the framework: futurecommerce.com/posts/member-b…

The Met Gala didn’t collapse because of commerce. It collapsed because the algorithm turned everyone into a critic. The event used to be a way for fashion insiders to peacock in front of their peers. Now, they perform for feeds. If culture only exists where the algorithm can see it, can anyone afford not to participate? See our full analysis on one of the year's most discussed (and debated) cultural events: futurecommerce.com/posts/insiders…

Are humans just the "meat in the middle" of bot-to-bot commerce experiences? Or do we provide meaningful friction that makes commerce what it is? @philwinkle and @brianjlange unpack the intricacies with @mattmaher14 of M7 Innovations, including the great productivity myth secretly hurting teams. Listen now: podcasts.apple.com/us/podcast/the…

SNEAK PEEK 👀 This is what it looks like when political figures behave like cultural critics. It's also why consumers treat products as symbols of affiliation. Brands now use specific keywords and trends to signal their political alliances, and it's impacting every decision we make. This is Commerce Nationalism in action: store.futurecommerce.com/products/strat…

May the Fourth is a case study of how brands have taken ownership of a fan-built holiday and turned it into a commercial moment. The company at the center of it all, The Walt Disney Company, has designed it to create a continuous cycle of consumption, connection, ownership, and participation. Are they borrowing the moment and honoring it for the fans, or are they monetizing it until we feel nothing at all? Our latest Insiders essay explores the history and cultural tension at the center of it all: futurecommerce.com/posts/may-the-…

We trust humans to be flawed, but we expect AI to be perfect. This is the major paradox shaping when and how we use AI in our lives. We're rejecting it by role and value. Would we trust AI to be our assistant? Most definitely. Would we hand over our autonomy, allowing AI to manage our lives? Absolutely not. Gillian Katz of @HannahGreyVC unpacks this psychological nuance with @philwinkle and @brianjlange. Listen to the full conversation here: podcasts.apple.com/us/podcast/fut…

Top moments from @PossibleEvent, curated by our editorial team. The official recap, including our take on the “Davos of Marketing,” is now live on The Senses: futurecommerce.com/the-senses/the…

The old model of the "celebrity brand" entailed basic licensing and name rights. Now, famous personalities like Paris Hilton are acquiring full ownership of products and customer relationships to drive long-term enterprise value. Most brands are still renting attention, but Paris and her team at 11:11 Media are compounding it. We unpacked the full model with Adam Domian, SVP and Head of Audience and Commerce: podcasts.apple.com/us/podcast/the…

The biggest sporting events in the world are about far more than "love of the game." They're also about cultural belonging and achieving attention at scale. Millions are traveling to experience these games in-person. Billions are streaming and engaging through social. And a growing percentage of fans are shopping brands participating in these moments. We break down how brands like @LEVIS, @Disney, and @Starbucks are seizing the moment, with insights from @EYnews' Jon Copestake: futurecommerce.com/posts/insiders…

We also had Gillian Katz of Hannah Grey on the show to chat about why AI can be your therapist, but not your partner; your assistant, but not your manager. It's a distinct nuance that shows how the culture of AI is shaping our relationship with technology, with our peers, and with ourselves: futurecommerce.com/podcasts/ai-ca…

Everyone’s trying to be a tastemaker. But in a world of infinite content, taste isn’t about discovery anymore. It’s about thoughtful restraint. This is the thesis @brianjlange and @KleinKleinKlein argue in their piece, Reality Somms, which was recently featured in @HannahGreyVC's latest installment of CULTURAL VIBRATIONS. The sommelier is the ultimate model: disciplined, selective, and trusted. This is the ultimate example of depth > visibility. Download your copy here: hannahgrey.com/cultural-vibra…

What happens when you get 20+ marketers, creatives, journalists, and cultural critics at a table to talk about conspiracy theories? It leads to an existential discussion about trust in the age of AI, of course. The photos truly don't do the night or the conversation justice. Sending our heartfelt thanks to @klaviyo for partnering with us on such an incredible night.

For years, taste was seen as disciplined. Minimalism conveyed maturity, and beige color palettes communicated quiet luxury. But culture has turned, and so have consumers. We're seeing a broader recalibration of what many people want their lives to feel like: playful, plush, and comfortable. In our newest print, we call this aesthetic Comfort Maximalism. Explore this idea and nine others that will shape the future of culture and commerce: store.futurecommerce.com/products/strat…

Cinco de Mayo…but make it B2B. We’re hosting the OFFICIAL After Dark party at Bar Sotano during @B2BOnlineConf. Think the best mezcal cocktail bars in the country, food worth staying for, and a room full of operators who didn’t come to Chicago for small talk. We start at 8. We don’t rush the night. Reserve your spot here: luma.com/AfterDarkB2BOn…

15+ hours. 4+ retailers. 12 browser tabs. A group chat with mom. This is what buying a sofa looked like yesterday. @furnituredotcom built the system of tomorrow. Olivia Hnatyshin joins @philwinkle and @brianjlange to share why furniture's biggest problem isn't discovery; it's much bigger. 🎧 Listen now: podcasts.apple.com/us/podcast/how…

We're heading to The Lead Summit next month as an official media partner. That means more perks for YOU. 🫡 Check out our ultimate hub outlining all the key event details, offsite happenings, and planning tips so you can get the most out of your experience: futurecommerce.com/the-lead-summit (Maybe even including a special promo code...)

"Do you write the story? Or is the story already written?" This was how we framed LORE, our annual journal from @futurecommerce. Grab a copy for yourself (next post 👇)

@RalphLauren Number 3 is by far the hardest, and where most brands fail. Get the full breakdown in Insiders #225: futurecommerce.com/posts/insiders…

@RalphLauren What do all three have in common? 1. A clear view of what to preserve 2. A willingness to evolve the context 3. A firm list of what they will never do

Algorithms are making brands interchangeable. Trends and aesthetics are getting flattened. Brands are bucketed into archetypes and are becoming more forgettable. But here's how the world's most visionary brands are pushing back: 🧵