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Agora imaginem os incumbentes começarem a protestar contra o uso do online, contra a escolha de outros segmentos como alvos em vez dos tradicionais...
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Mongo é e será cada vez mais estas explosão de marcas e tribos e esta hibridação entre online e offline.
"the underwear industry: It's a $110 billion market worldwide, but the landscape is monopolized by a few key players that have been around for decades, if not centuries.
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"The market is dominated by one brand, with one point of view," Grant tells Fast Company, referring to Victoria's Secret's emphasis on sexiness.
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Grant decided that there was room for an underwear brand that offered an alternative approach.
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Brands like MeUndies and Thinx, which launched in 2012 and 2014, respectively, have been growing quickly.
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They’ve demonstrated that it is possible to sell underwear online and paved the way for dozens of other companies—including Lively—to start their own e-commerce underwear brands.
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Between 2012 and 2014, a spate of online companies—including Dear Kates, Knix Wear, and Thinx—began to offer high-tech period underwear, designed to prevent leaks.
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"The very idea of 'period underwear' goes against Victoria's Secret's branding,"
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since the barriers to starting an e-commerce company were so low, Griffiths decided to invent her own period underwear and sell them online. She bought swaths of high-tech fabric from companies like Invista to construct underwear that was both comfortable and functional. Some underwear even has a layer of carbon to absorb odors. She's now expanded into a range of other performance underwear for sport, including a high-tech bra that earned $1,514,492 in a crowdfunding campaign.
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there's a market for their high-tech products and alternative message,"
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