Julgo que tenho acertado numa série de previsões ao longo dos anos, mais do que as vezes que falho. Onde costumo falhar é quando se mete o custo do dinheiro. A manipulação do custo do dinheiro pelos políticos, leva a comportamentos irracionais, ou a exageros exuberantes.
Este artigo, "Why There May Never Be a Gen-Z Glossier or Warby Parker", por um lado, veio-me recordar estas falhas, por outro fez-me voltar a Mongo e aos seus nichos.
"Millennial brands kicked off a decade-long direct-to-consumer gold rush, only to watch their prospects collapse with rising interest rates and the end of the pandemic’s e-commerce boom. Now, Gen-Z brands are trying to avoid the same mistakes.
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If millennial products were known for their sleek packaging in muted colours, their Gen-Z successors tend to go bold, with splashy fonts in vibrant hues and often an intentionally kitschy vibe. Brands like Everlane and Bonobos were for everyone; skincare brand Topicals, swimwear label Raq Apparel and other Gen-Z companies are all about owning their niche.
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Gen-Z brands are coming of age in a difficult economy where “free money” is an increasingly distant memory. Investment in apparel and beauty brands fell by 50 percent globally, to $2 billion last year, according to Pitchbook. That figure is on pace to fall another 40 percent this year. And that cash comes with more strings: a clear, and short, path to profitability matters as much as growth.
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Whether it's by necessity or design, Gen-Z brands may be setting themselves up for a less-bumpy run than their predecessors. Going after niche audiences is a tried-andtrue way to build a business. It's also cheaper - hyper-local Instagram ads and payouts to micro-influencers are more realistic for brands whose backers have them on a tight leash. So is relying on a big retailer for exposure rather than going it alone. Owning a niche can mean better serving customers - such as providing skin care for textured skin prone to flare-ups (Topicals) or producing undergarments for a range of sizes and gender identities (Parade) - to connect with a generation of values-driven shoppers.
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“This young cohort of founders are going to have to do a lot more with less,” said Bill Detwiler, managing partner at Fernbrook Capital Management, which invests in e-commerce brands and software and services firms. “You’re going to see a more resilient class of companies come out of this.”
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Still, investors say Gen-Z brands as a group appear to be scaling at a slower pace, but achieving profitably faster.
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"The real unicorn in the world today is one that is profitable.""
Volume is vanity, profit is sanity.
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