Digital platforms are evolving fast, blending and overlapping in new creative ways. From shoppable lingerie shows on Amazon to user-generated video platforms adopting ecommerce and virtual malls developing gaming options – platforms now allow consumers to shop, socialise and be entertained all in one space. Brands wanting to stay relevant should embrace these hyper-fluid ecosystems. Bridey Lipscombe, global managing director and co-founder of Cult, said: “The age of the Amazon interface created to sell books 25 years ago is over. The potential for beauty, fashion, luxury and wellness brands to embrace the new convergence of social, retail and gaming is huge. ” Cult Futures is the new insight and incubation program launched by Cult, one of the world’s fastest growing independent creative agencies.
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