Recommerce Revolution: From Thrift Store Finds to Digital Dominance

During the late 1980s and early 1990s, my art school friends and I were at the forefront of pioneering the art of “up-cycling” vintage clothing…long before it became a buzzword on every marketer’s lips. Our weekends were dedicated to scouring thrift stores in pursuit of that rare and unique 50¢ gem.

Fast forward to now, and the once humble practice of up-cycling has exploded into a substantial and colossal business. The realm of resale now encompasses everything from hypebeast GOAT sneaker drops to rare, six-figure luxury handbags. The world of resale is bustling with activity and jam-packed with a slew of new jargon, platforms, and rules.

Join me as we delve into this fascinating and complex world through the perspective of an E-commerce professional (who once was a devoted thrift store addict.)

In the ever-shifting landscape of sustainable fashion and consumer goods, the term “Recommerce” is entering the spotlight. This trend (which champions the sale of pre-owned items) is like a rebellious teenager in the world of traditional consumption, leading towards a more circular economy where reuse, recycling, and resale are in the forefront. It’s not just changing how we shop; it’s giving brands a modern makeover in their environmental and sustainability agendas.

Now, for the jargon: “Resale” is the OG, the transfer of goods from one owner to another. “Secondhand Commerce” is pretty straightforward, but emphasizes a prolonged lifecycle of products. “Circular Economy” is the big thinker, with Recommerce at its heart, aiming to minimize waste and optimize resource use.

Now enter the new kid on the block – “Pre-loved Commerce,” adding a bit of sentimentality to describe previously cherished items. “Thrift” has ditched its dusty thrift store image and gone digital, making sustainable shopping accessible to everyone, anywhere. “Consignment” brings in a third wheel to guarantee “item quality,” because you know, we all have standards, right?

“Upcycling” is more the artistic rebel, giving old items a makeover, while “Vintage Trading” is like the stock market for aged (yet high-quality) items. “Sustainable Fashion” and “Eco-Commerce” are the green warriors, underscoring the eco-friendly vibes of Recommerce.

Together, these terms are like characters in a fashion novel, telling an epic tale of Recommerce, promoting sustainability, reducing waste, and flexing creative reuse in this modern consumer drama.

Who would’ve thought that by snagging an old suit at a second-hand store (possibly with a questionable backstory), I was secretly saving the planet? Maybe a tiny part of me knew this was a better call than diving into the mall’s abyss of low-quality products or those overpriced poser outfits. It’s like I’ve been an eco-warrior in disguise all along.

Why Now? Why This Trend?

Recommerce is gaining popularity because it aligns perfectly with the rising sustainability trend. But It’s not just a passing trend; it’s a global shift towards eco-friendly alternatives, giving traditional shopping a run for its money. The choice to minimize waste and diminish new production demand has become a decision the customer wants to make (and not rely on brands to figure this out).

Recommerce is a rebellion against throwaway culture that has plagued us for years. Fast fashion’s heyday has left a sour taste in our mouths, and has prompted a growing preference for second-hand finds and high-quality clothing as sustainable alternatives.

This sustainable shift isn’t lost on environmentally aware consumers, especially younger generations who prioritize ethical consumption. Take my Gen-Z daughter, for example. She’s all about those swag-filled hauls (forgive the cringe, kids) at places like L-Train and Buffalo Exchange in NYC . Forget about throwaway, fast fashion that falls apart in a week; the kids are after sweet vintage pieces that come with a history of love, holes and all, hoping to last longer and sidestep the landfill dilemma. Sustainability is their fashion statement.

And it’s a fashion statement that is growing. According to Tech Crunch, Recommerce is expanding five times faster than the broader online retail market. Experts point this surge to rising environmental issues awareness as well as increasing preferences for sustainable and affordable shopping options.

Fashion Recommerce

The fashion and apparel sector, known for its huge carbon footprint, is currently witnessing a remarkable boom in the Recommerce market. Expected to hit $53 billion in 2023, the second-hand and resale fashion market is reflected in platforms like GOAT. This online platform, dealing in authenticated second-hand sneakers and accessories, boasts 600,000 sellers and 30 million users, and achieved a $3.7 billion market valuation as of June 2021. Levi’s has also entered the recommerce arena with its own site and buyback program, allowing customers to exchange old garments for gift cards. These items are then cleaned, sorted, and resold on Levi’s second-hand website, where they claim to reduce personal carbon footprints by over 30%.

One of our clients, Thousand Fell (a leader in sustainable fashion) has a mission to combat the industry’s waste crisis. With 97% of the 2.4 billion shoes sold in the U.S. yearly ending up in landfills, the company has introduced a buy-back program. Customers can send back their old Thousand Fell shoes for free and receive a $20 credit towards new, eco-friendly footwear. This initiative revolutionizes waste management in fashion, as returned shoes are broken down and their materials (like rubber and rPET) are reused in new products. Founders Chloe Songer and Stuart Ahlum also spearhead SuperCircle, a platform dedicated to facilitating the recycling of textile waste. This move by Thousand Fell and SuperCircle is a perfect representation of a fashion brand that’s both stylish and environmentally responsible.

Soho staple vintage shop, What Goes Around Comes Around, is another big player championing the luxury vintage fashion segment in the Recommerce space. This brand’s commitment to high-quality, pre-owned designer pieces has carved out a unique niche in the market. Seth Weisser and Gerard Maione established What Goes Around Comes Around NYC in 1993 when they noticed the absence of a curated, well-merchandised approach in the vintage market, unlike the successes seen in traditional retail.

When I first moved to New York, I remember encountering WGACA – it was the fanciest vintage store I had ever seen. The store was renowned for stocking the best of the best in vintage pieces. Pioneers in their field, their team had a knack for sourcing extraordinary designer items and rare jeans that became the envy of many collectors. What started as just a vintage store evolved under their vision into a veritable mini-empire.

We recently had the opportunity to collaborate with them on a brand positioning, research, and insights project. Our collaboration not only highlighted their understanding of the Recommerce market but also revealed the evolving dynamics of this sector. As we delved into the nuances of their business model, we discovered a remarkable alignment with the emerging trends in sustainable fashion, particularly resonating with the values and preferences of Gen Z, whose buying and reselling habits become both a statement and a savvy entrepreneurial venture.

One of Sweden’s Shopify Plus clients, Madison Avenue Couture, has become a standout in the luxury goods resale market, transforming luxury handbags into valuable investment assets. Founded in 2010 by CEO Judy Taylor, the New York-based company specializes in rare brands like Hermès and Chanel, appealing to both trend shoppers and avid collectors. Its direct ownership of a unique, authentic inventory enables swift deliveries and VIP personalized shopping experiences, either in-person at its NYC showroom or virtually.

The company’s distinct approach includes a meticulous authentication process, ensuring each item’s genuineness. Renowned for its exclusive inventory, such as the coveted Birkin Himalaya with diamond hardware, Madison Avenue Couture attracts top-tier collectors and offers educational support for new buyers. This strategy, coupled with a 92% increase in luxury handbag prices over a decade, cements the company’s position as a leader in luxury resale and a reliable choice for fashionable investments.

Depop is the cool cat of peer-to-peer social shopping. With a whopping 26 million users, 90% of them barely old enough to rent a car, Depop has crafted a fusion of social media and e-commerce. It’s not just an app; it’s a vibrant ecosystem of hip, eco-conscious buyers and sellers. So successful that Etsy took notice and spent $1.6 billion to make Depop its trendiest acquisition yet.

Patagonia isn’t just outfitting you for the great outdoors; they’ve mastered the art of sustainability with their Worn Wear program. This initiative encourages customers to trade in their used Patagonia garments for store credit. The company then cleans and repairs these items for resale. This program not only promotes sustainability but has also created a lucrative business model. In 2019 alone, Patagonia’s Worn Wear program generated over $10 million in sales.

Data and Market Analysis

According to a report by ThredUp, the global secondhand market is projected to reach $64 billion by 2024, nearly 1.5 times the size of the fast fashion market, mostly due to environmentally concious younger consumers. Gen Z and Millennials are adopting secondhand shopping at a rate 2.5 times faster than other age groups. This notable shift is the rise in luxury Recommerce, which is growing at a staggering rate of 12% per year, as reported by Bain & Company.

Technological Aspects

The rise of AI technology in recommerce, particularly in luxury goods, has been pivotal. For instance, The RealReal uses AI algorithms to authenticate millions of items, significantly reducing the time and cost associated with manual authentication. This technology can identify counterfeits with high accuracy, bolstering consumer trust.

Blockchain technology is also emerging as a game-changer. For example, companies like VeChain are using blockchain to track the lifecycle of products, providing consumers with transparent information about the origins and history of secondhand items. This technology not only combats counterfeit goods but also adds an additional layer of trust and assurance for consumers in the recommerce marketplace.

In Summary

Is Recommerce just a fleeting trend? It’s more like a revolution in retail. This model is not only eco-conscious but also economically viable and resonates with the next generation of consumers. Plus, the innovative business models and technology platforms highlight the sector’s adaptability and potential for growth.

Recommerce is about redefining value. It embracing sustainability and even fosters a sense of community. For those of us who started with modest thrift store hunts in the mean streets of Baltimore in the 1990’s, this evolution is both inspiring and validating. The Recommerce wave is here, and it’s reshaping the retail world in the most sustainable and fashionable way possible. While I do miss finding a Harris tweed blazer for $2 or an Eames chair for $10 (those days are NEVER coming back), I realize that a score is a score. And if you can turn a pre-loved item into a “peri-loved” item, then it’s all worth it.

Breadcrumbs: To Crumb or Not to Crumb: Weighing the Benefits and Drawbacks of Website Breadcrumbs

Summary:

Breadcrumbs are a website navigation technique that enhances user experience by providing improved navigation, enhanced orientation, time and effort savings, contextual understanding, and increased findability. They help users understand their current location within a website’s hierarchy and allow for efficient navigation and exploration. Breadcrumbs come in different types, including hierarchical, attribute-based, and history-based, each serving specific purposes based on the website’s structure and content. While there are some potential cons to using breadcrumbs, such as limited screen space, visual distraction, redundancy with browser navigation, confusion with complex structures, implementation challenges, and localization issues, these drawbacks can be mitigated with careful design and implementation. Furthermore, breadcrumbs can indirectly impact SEO on ecommerce websites by helping search engines understand the site’s structure, improving user engagement metrics, and enhancing click-through rates. Optimizing breadcrumb labels, using consistent and canonical links, and implementing structured data markup can further optimize breadcrumbs for SEO. Overall, breadcrumbs contribute positively to website usability and can have SEO benefits when implemented effectively.

Types of Breadcrumbs

The three types of breadcrumbs commonly used on websites are as follows:

HIERARCHICAL BREADCRUMBS: Hierarchical-based breadcrumbs, also known as location based breadcrumbs, display the user’s current location within the website’s hierarchy. They typically show the path from the homepage to the current page, with each level of the hierarchy represented as a clickable link. For example: Home > Category > Subcategory > Current Page.
ATTRIBUTE-BASED BREADCRUMBS: Attribute-based breadcrumbs, also known as attribute filters or facet breadcrumbs, are commonly used in ecommerce websites with filtering options. They display the attributes or filters applied by the user to refine their search results. For example, if a user selects “Brand: Nike” and “Color: Black,” the attribute-based breadcrumb might display: Home > Category > Brand: Nike > Color: Black.
HISTORY-BASED BREADCRUMBS: History-based breadcrumbs, also known as path-based or trail breadcrumbs, show the user’s navigation history within the website. They display the sequence of pages visited to reach the current page. This type of breadcrumb can be useful when users want to backtrack or revisit previously viewed pages. For example: Home > Category 1 > Subcategory 1 > Category 2 > Current Page.

It’s worth noting that these types of breadcrumbs are not mutually exclusive, and a website can incorporate multiple types depending on its structure and user interface. The choice of breadcrumb type depends on the website’s goals, content organization, and user experience considerations.

Depending on their structure and content, websites can use three main types of breadcrumbs. Hierarchical breadcrumbs illustrate the parent-child relationship between pages, such as Home > Category > Subcategory > Product, and are ideal for e-commerce, education, or media sites. History-based Breadcrumbs show the user’s browsing history on the website, such as Home > Previous Page > Current Page, and are beneficial for websites with a linear or sequential flow, like online forms, surveys, or quizzes. Lastly, Attribute-based Breadcrumbs indicate the attributes or filters that the user has applied to a product or service, like Home > Shoes > Color: Black > Size: 9, and are useful for websites with a lot of options or variations, including travel, real estate, or fashion sites.

How Do Breadcrumbs Help With a Websites User Experience?

Breadcrumbs are a website navigation technique that helps users understand their current location within a website’s hierarchy. They typically appear near the top of a webpage and provide a trail of links that represent the path from the homepage to the current page. Breadcrumbs contribute to a website’s user experience in the following ways:

Improved Navigation: Breadcrumbs act as a secondary navigation aid, allowing users to quickly understand where they are in the website’s structure. They provide a hierarchical context, making it easier for users to navigate back to higher-level pages or explore related content.
Enhanced Orientation: Breadcrumbs provide users with a sense of orientation within a website. They help users understand the relationship between pages and how they fit into the overall site structure. This reduces disorientation and allows users to maintain a mental map of the website’s organization.
Time and Effort Savings: By displaying a clear trail of links, breadcrumbs allow users to jump directly to higher-level pages without having to rely solely on the browser’s “back” button or retrace their steps. This saves time and effort, especially when users are exploring deep within a website.
Contextual Understanding: Breadcrumbs provide additional context to users, allowing them to anticipate what they might find on higher-level pages or related sections. This can help users make informed decisions about their next actions, such as choosing a different category or topic.
Increased Findability: Breadcrumbs can improve the findability of content within a website. Users who arrive at a specific page through search engines or external links can quickly understand its position within the site structure. This aids in discovering other relevant content or exploring different sections of the website.

Overall, breadcrumbs contribute to a positive user experience by enhancing website navigation, reducing user confusion, and providing valuable contextual information. They improve the overall usability of a website and help users accomplish their goals more efficiently.

What Are Some Drawbacks About Using Breadcrumbs on a Website?

While breadcrumbs can provide numerous benefits to website navigation and user experience, there are a few potential drawbacks to consider:

Limited Screen Space: Breadcrumbs can consume valuable screen real estate, especially on smaller devices or pages with limited horizontal space. If the available space is already crowded, displaying breadcrumbs may result in a cramped or cluttered layout.
Visual Distraction: In certain designs, breadcrumbs can be visually distracting or overwhelming for users, especially if they are styled in a way that doesn’t align with the overall aesthetic of the website. This can detract from the overall user experience and may cause users to overlook important content.
Redundancy with Browser Navigation: Modern web browsers already provide built-in navigation features, such as the back button, that allow users to retrace their steps. In some cases, relying solely on the browser’s navigation features may be sufficient, rendering breadcrumbs redundant and potentially confusing for users.
Confusion with Multi-Level Structures: Breadcrumbs may not be suitable for websites with complex multi-level structures or dynamically generated pages. If the hierarchy is intricate or changes frequently, breadcrumbs may struggle to accurately represent the path or may become misleading for users.
Implementation Challenges: Implementing breadcrumbs correctly and maintaining their accuracy can be challenging, especially for larger websites with constantly changing content. If breadcrumbs are not properly maintained, broken or incorrect links can frustrate users and diminish their trust in the navigation system.
Localization Issues: Breadcrumbs that rely heavily on text labels may face challenges when it comes to localization and translation. Translating breadcrumb labels into different languages while maintaining consistency and usability can be complex and may require additional development efforts.

While these cons should be considered, they don’t negate the overall benefits of breadcrumbs. With thoughtful design, careful implementation, and considering the specific needs and characteristics of the website and its users, these potential drawbacks can be mitigated or minimized.

Do breadcrumbs have a direct impact on SEO rankings on an ecommerce website?

Yes, breadcrumbs can be beneficial for SEO. Breadcrumbs can help search engines understand the structure of your website and the relationship between different pages. This can help improve your website’s ranking in search results. Additionally, breadcrumbs can help users find the information they are looking for more easily, which can lead to lower bounce rates and higher time on page.

Here are some of the ways that breadcrumbs can benefit SEO:

Breadcrumbs can help search engines understand the structure of your website. When search engines crawl your website, they use breadcrumbs to help them understand the hierarchy of your pages. This information can help improve your website’s ranking in search results.
Breadcrumbs can help users find the information they are looking for more easily. Breadcrumbs provide users with a clear path back to the home page and other related pages. This can help reduce bounce rates and improve time on page.
Breadcrumbs can help improve your website’s click-through rate (CTR). When breadcrumbs are displayed in search results, they can help users understand what your website is about and why they should click on your link. This can lead to an increase in CTR.

Here are some tips for optimizing your breadcrumbs for SEO:

Use descriptive breadcrumb labels. Your breadcrumb labels should be clear and concise, and they should accurately reflect the content of the page.
Use consistent breadcrumb labels. Your breadcrumb labels should be consistent across all pages of your website. This will help users understand the structure of your website and make it easier for search engines to index your content.
Use canonical breadcrumb links. If you have multiple pages with the same content, you should use canonical breadcrumb links to point to the most important page. This will help avoid duplicate content penalties from Google.
Rich Snippets: Breadcrumbs can be marked up with structured data using Schema.org – Schema.org markup. This markup enables search engines to display the breadcrumbs as rich snippets in the search results, providing users with additional information about the website’s structure. Rich snippets can enhance the visibility and click-through rates of search listings, which can indirectly impact SEO performance. Rich snippets do not improve SEO, directly. Having structured data markup on a page will alone not increase its chances of ranking higher in search results. At least, that’s what Google says about structured data. However, rich snippets can indirectly help your SEO.

Breadcrumbs can be a valuable tool for improving your website’s SEO. By following these tips, you can ensure that your breadcrumbs are optimized for search engines and that they help users find the information they are looking for more easily.

In summary, while breadcrumbs may not have a direct impact on SEO rankings for an ecommerce website, their implementation can improve user experience, facilitate navigation, enhance internal linking, and provide additional context to search engines. These factors can contribute to better SEO performance and potentially lead to improved rankings and visibility for your ecommerce site.

REFERENCES:

Breadcrumbs In Web Design: Examples And Best Practices — Smashing Magazine

https://uxplanet.org/a-quick-guide-to-breadcrumb-navigation-why-do-breadcrumbs-matter-for-seo-fb7acb4134d4

Breadcrumbs: 11 Design Guidelines for Desktop and Mobile

SWEDEN the Band: Origin Story

Before, SWEDEN UNLIMITED was known as the go-to design agency for anything fashion or ecommerce related the three founders were known simply as just SWEDEN, the band. A Casiocore electro-rock group with a unique symmetrical look that often headlined at lower east side nightclubs or music venues.

Formed in the mid-1990s, SWEDEN was a New York City-based trio comprised of twin sisters Alex and Leja Kress on vocals, guitars, and synths, with Richard Agerbeek on Casio guitar and drum machine. They explored a sound that took the shoegaze fuzz of Spacemen 3 and mixed it with an electro-pop, drum machine-heavy, New Order-like atmosphere. Richard’s voice had an abrasive quality echoing Mark E. Smith’s ruggedness in Manchester’s post-punk heroes, the Fall. Meanwhile, the sisters shared lead vocals and harmonized in what sounded like early-80s Bananarama on psychedelics.

The journey started when the three found each other through the downtown art and fashion scenes. Leja and Alex were in front of and behind the camera, modeling at fashion shows and shooting interesting people in the NYC downtown fashion and music scene. Richard was the frontman in a few indie bands and a usual suspect in art and fashion circles.

They bonded over a shared love of Spectrum, Suicide, Stereolab, Stone Roses, and The Smiths—telling themselves that if they started a band, the name must begin with an “S” so they could be filed in with their favorite artists. So a good friend and artist, Jack Early, who had a knack for turning nouns into adjectives, took one look at the retro 80s-loving trio and said, “You guys look so SWEDEN; your band name should be SWEDEN.”

SWEDEN emerged as a regular fixture of the downtown music scene, playing at trendy spots like Coney Island High, Luna Lounge, Don Hills, Mercury Lounge, CBGB’s, and Spa. They released a full-length called “4-Track Demo” in 1999, a full-length CD called “CD-8T12” in 2000, and in 2002, issued a single twelve-inch titled “Keep It Set.”

But even aspiring rock stars need to eat and pay rent, so while at night we played Club Spa for drink tickets, during the day we were making some of the earliest ecommerce and flash websites for New York’s fashion insiders.

On Apple Music:

So Is AI Coming For Our Jobs?

Having recently used Jasper (an artificial intelligence tool that can write copy for you) our co-founder – Richard – was compelled to put pen to paper (so to speak), and offer his thoughts on where the future of AI might lead us, and asks “was life better when we had to do most things ourselves?”

There’s no doubt that artificial intelligence is on the rise. We’re seeing it more and more in our everyday lives, from the way our devices interact with us to the ads we see online. But one area where AI is really starting to make its mark is in the world of art.

Yes, you read that right – artificial intelligence is making art. And in some cases, it’s even doing it better than humans.

Think about it – AI has the ability to process vast amounts of data quickly and accurately. It can identify patterns and relationships that humans might miss. And it can create things that are truly unique, based on those patterns and relationships.

So it’s no surprise that AI is starting to change the landscape of the art world. We’re seeing it in the way that artists are using AI to create new works, and in the way that galleries and collectors are using AI to identify new talent.

The industrial revolution was a time when machines took over many of the tasks that had traditionally been done by human workers. This led to a massive increase in productivity, as well as a decrease in the need for human labor.

Could the same thing happen with artificial intelligence? Could AI eventually replace jobs like graphic design, website design,

The question is, where will this all lead? Will AI eventually replace human artists altogether? Will it lead to a new industrial revolution, where jobs that have traditionally been done by humans are taken over by machines?

Only time will tell. But one thing is for sure – AI is changing the art world, and there’s no going back. We all know that artificial intelligence is capable of some pretty amazing things. But did you know that AI can also create art? That’s right – AI is now being used to create stunningly realistic artwork, and it’s only going to get better. Does it mean that your website could soon be designed by a machine? And if AI can design websites, there’s no reason why it couldn’t also sell products or create new products to sell.

So what does this all mean for the future of ecommerce? Well, it’s safe to say that AI is going to have a big impact. We could see more personalised website designs and more targeted product recommendations. And who knows, maybe one day we’ll even be able to buy products from a machine!

Everyone is freaking out about how AI can make original detailed art. But the truth is, we’ve been using AI to create art for centuries. The first known instance of AI-created art dates back to 1873, when French poet Paul Verlaine used a mechanical device to generate random phrases. In 1950, American artist James Mondrian used a computer to generate random patterns, which he then used as the basis for his paintings. In the 1960s, American artist Harold Cohen created a program called AARON, which was designed to create paintings in the style of Abstract Expressionism. Cohen spent years fine-tuning AARON’s algorithms, and the results are strikingly human-like.

In the past few years, AI has been used to create music, poetry, and even novels. But it’s not just about creating art for art’s sake. AI is also being used to create more practical applications, like design and architecture.

For example, a team of architects in Japan used AI to design a house that is earthquake-resistant. And in the fashion world, AI is being used to create custom-fit clothing.

So what does the future hold for AI-created art? It’s hard to say. But one thing is for sure: the possibilities are endless.

[HAVE YOU GUESSED WHAT I DID HERE YET? WELL IF NOT… EVERYTHING ABOVE WAS WRITTEN BY AN AI COPYWRITING TOOL CALLED Jasper.ai]

Now for my human version. HMU about which you like better.

Everyone is freaking out about how AI can make original detailed art by combining two seeingly unrelated things. I’m less impressed with the results. It all still looks a little like the art you see sold in a headshop in Nyack. But even AI has to start somewhere.

So what’s next? Soon, not just art but graphic design, after that website design, the UX/UI, brand strategy… will there be AI alternatives for this? Us agency world people were part of a digital revolution like the industrial revolution that led to a decline in agricultural productivity, as people left farms to work in factories. For America the “information age” revolution led to a huge decline in manufacturing jobs. Auto factory worker, coal miners, truck drivers are not really jobs of the future or even present. As with any revolution, there are growing pains, which we all suffer from. Like how all these displaced manufacturing workforces are so easily riled up to storm the seat of democracy.

Will the nerds in digital agencies be next to be replaced by an AI revolution and take up pitchforks against their AI surrogates? I hope that isn’t the case and until then, you can come and get 98% human-made creative at Sweden Unlimited.

Beyond Gaming: The Future of Metaverse Ecommerce

The term “metaverse” was coined by science fiction author Neal Stephenson in his 1992 novel Snowcrash to describe an imaginary cyberspace environment where the digital avatars of real-world users could interact while purchasing virtual goods and services.

Thirty years later, the metaverse has jumped off the page into everyday life, enabling a range of experiences from virtual reality video games to augmented reality filters for morphing our faces and surroundings during WhatsApp chats.

Yet despite the successful use case examples of open world concepts and VR/AR technology in massive multi-user 360-degree playgrounds like Fortnight, Pokémon Go, and World of Warcraft, there’s more to the metaverse than its impact on the multi-billion-dollar gaming industry.

And, no, we’re not talking about growing digital crops in some Mark Zuckerberg holodeck version of Farmville decades from now.

METAVERSE CAREERS

Instead, present-day playtime applications of the metaverse are reshaping the future of work by opening exciting career paths for innovators with the right skill sets — meaning something as simple as a decent internet connection is suddenly more important than having the right “old-boy network” connections.

For instance, digital fashion designers combine an eye for style with abilities in graphics and 3D modeling to position themselves (and the brands they represent) in the virtual sector (like Adidas partnering with the creators behind the Bored Ape Yacht Club NFTs to launch a limited online collection of avatar wearables linked to physical clothing delivered to consumers in the real world).

Meanwhile, metaverse tour guides with a broad understanding of topics from pop culture to immersive navigation will lead new generations of sim-sightseers around limitless centers of interest from Esports tournaments to the digital galleries, showrooms, shopping districts, and performance spaces of vast virtual cities.

As for the people building those structures, construct architects combine the traditional knowledge base of their profession with spatial computing and raw imagination, enabling new opportunities for both artistic expression and human interaction. Why spend hours commuting to an office park or hotel conference room when colleagues can gather in simulated undersea kingdoms or lunar space labs to collaborate on projects in real time? And who needs the hassle and expense of physical prototyping when digital twins of a product can easily be tested in virtual factories?

METAVERSE BRANDS & LUXURY

Metaverse-based try-before-you-buy sampling has similarly become a common marketing tool for the beauty and cosmetics industries — like My Dior, an app allowing customers to project a rainbow of digital colors onto their actual lips until they find the exact shade they want to purchase. Meanwhile, in keeping with Kering CEO Francois-Henri Pinault’s recent push to futureproof the French luxury group’s brand identity, Gucci Beauty now offers online styling challenges to push metaverse glamor beyond real-world boundaries.

Indeed, such unlimited aspirational freedom is one of the biggest draws of the metaverse, allowing users to experiment with their appearances and experiences while celebrating their individuality with unique items that are impossible to replicate thanks to the innovation of blockchain.

The paradigm-shifting technology, which essentially timestamps transaction data, allows for scarcity (and, thus, big money luxury) in the metaverse, as evidenced by the recent decision of Sotheby’s to launch a high-end online auction house for the purchase and sale of NFT items and artwork.

Thus, a diverse range of new creators will have unprecedented opportunities to put their own indelible stamp on a boundless frontier while established brands and businesses can invest in more sustainable solutions for streamlining production while expanding into ever-evolving new markets.

In the metaverse, the possibilities are literally endless.

Pros and Cons of Using a Headless Code Approach for Your Shopify Build

Introduction

The rise of headless eCommerce has significantly shifted how online stores are built and managed. A headless architecture detaches the front end from the back end, providing greater flexibility and control over website design and functionality. This article aims to evaluate the headless approach specifically for Shopify websites, outlining its benefits and challenges to help businesses make informed decisions.

Understanding Headless Architecture

Headless architecture separates the concerns of data, business logic, and rendering. Unlike traditional Shopify architecture, which uses Liquid templates to handle these aspects within a single framework, headless architecture connects them via APIs. This modular approach allows for more flexibility in managing and updating each component.

Traditional Shopify Architecture

In traditional Shopify setups, the platform’s robust but somewhat rigid architecture handles the back end and front end together, using Liquid templates to render content dynamically. While this is convenient for smaller stores or those without complex needs, it can become a limitation for businesses seeking advanced customization and performance enhancements.

PROS: Benefits of Going Headless with Shopify

URL Customization

One of the standout benefits of a headless approach is the ability to customize URL structures freely. Shopify’s native URL structure can be restrictive, affecting SEO performance. With headless architecture, businesses can create SEO-friendly URLs that improve visibility and rankings on search engines.

Improved Website Load Time

Headless architecture can significantly enhance website performance by simplifying the site’s architecture and reducing load times. By decoupling the front end and back end, the front end can pull data via APIs, eliminating excess code that typically slows down websites.

Unlimited Omnichannel Capabilities

Headless eCommerce supports streamlined content management across multiple channels, ensuring a consistent customer experience regardless of the platform used. This omnichannel capability is crucial for businesses aiming to engage customers across various touchpoints.

More Design Flexibility

Freed from Shopify’s themes and apps, a headless approach offers unparalleled design flexibility. Developers can use preferred tech stacks to create a custom front end that aligns better with the brand’s identity and marketing goals.

Streamlined Localization and Translation

Managing localization and translation becomes more efficient with headless architecture. A centralized content management system allows for easier adaptation of content for different markets, reducing the complexity associated with multiple codebases.

CONS: Challenges of Going Headless with Shopify

Loss of Access to Shopify Apps and Themes

Going headless means losing the ability to use Shopify’s inbuilt themes and apps directly. This can necessitate custom theme development and reliance on third-party applications, which can be complex and time-consuming.

Increased Complexity and Customization

The headless approach requires extensive customization, increasing the complexity of the site’s architecture. This necessitates a higher level of technical expertise for both development and ongoing maintenance.

Debunking Common Arguments

Many misconceptions surround the headless approach, such as it being a one-size-fits-all solution. The effectiveness of headless architecture depends on specific project requirements and execution. Simply going headless does not guarantee improved performance or user experience; it unlocks the potential for these improvements if implemented correctly.

Total Cost of Ownership (TCO)

While initial development costs for a headless setup are higher, long-term savings can be significant. The modular nature of headless architecture allows for efficiency, code reuse, and reduced risk of code degradation over time. This can lead to lower total costs compared to traditional setups.

Google Tag Management Complexity

Implementing Google Tag Manager (GTM) can be more complex in a headless setup compared to traditional Shopify Liquid themes. Since GTM relies on the DOM structure, custom configurations and extensive development effort might be required to ensure proper tracking.

Alternative Approaches

Hybrid solutions that combine Shopify themes with headless elements offer a middle ground, providing some benefits of headless architecture without fully committing to it. Third-party technologies like Shogun can bridge the gap, making headless capabilities more accessible.

Key Considerations for Implementing a Headless Approach

Due Diligence

Choosing the right developement team/agency and evaluating platforms and development processes is crucial. Ensuring control over hosting and CMS solutions helps maintain independence from the team.

Owning Your Architecture

Maintaining control over your architecture ensures that you can manage and update your system without being overly dependent on any single service provider. This includes controlling hosting accounts and CMS solutions.

Agility and Future Proofing

A headless approach offers greater agility and scalability, essential for future-proofing your eCommerce platform. By adopting a modular approach, businesses can adapt more easily to changing market demands and technological advancements.

Case Studies and Examples

Many businesses, such as Allbirds, Peloton, and Figs, have successfully implemented headless Shopify setups, demonstrating both the practical benefits and challenges of this approach. These companies have achieved faster load times, improved SEO performance, and a more flexible content management system. One of the primary reasons for adopting a headless architecture is the ability to integrate a more robust CMS for an extensive blog or editorial section. Additionally, it supports complex backend or back-office integrations.

However, we’ve encountered numerous clients seeking to revert their headless builds, often due to the setup becoming unwieldy, bloated, and expensive to maintain. Their primary complaint? Over-reliance on their systems integrator (SI), losing access to Shopify apps, and missing out on new benefits and features. Clients also report that updates in headless builds are more complex, slow, and costly, whereas, with native Shopify, updates are closer to a flick of a switch.

To Wrap it up

Reasons to Avoid Headless

Higher Project Costs: Headless setups involve more development and complexity, leading to larger projects and higher initial costs.
High Ongoing Costs: Maintaining a headless architecture requires specialized skills, often necessitating agency support or experienced developers.
Limited App Integration: While apps can be integrated, they require custom approaches and API availability, eliminating “plug-and-play” simplicity.
Loss of Theme Editor: You will lose Shopify’s WYSIWYG editing and previewing features, needing alternative tools for content management.
Delayed Access to New Features: Shopify’s latest features won’t be readily available, requiring additional development to incorporate them.

Conclusion

Adopting a headless architecture for a Shopify website offers numerous benefits, including enhanced customization, improved performance, and the ability to handle complex requirements. Development purists may advocate that headless as the “right” way to go. However, it also presents challenges such as increased complexity and the loss of access to Shopify’s native themes and apps.

It’s important to carefully evaluate your needs and resources before going headless. You’ll either need a robust in-house development team with well-managed processes, ticket management, sprints, version control, a QA team, and hosting management, or be forever bound to a development agency. These are all headaches that can lead to much unhappiness for some businesses.

Ultimately, the headless approach can be the “right” way and best solution for those looking to future-proof their eCommerce platform and provide a superior customer experience. But as some wise person once said, “You can be right, or you can be happy.”

Appendix: Shopify’s Hydrogen and B2B Headless Support

UPDATED JUNE 2024

Hydrogen: Simplifying Headless Commerce

Shopify has introduced Hydrogen, a framework designed to simplify the creation of headless commerce storefronts. Hydrogen offers pre-built components and starter templates, enabling developers to build custom storefronts faster and more efficiently. This framework leverages React, providing a familiar environment for front-end developers and making it easier to create high-performance, scalable eCommerce sites.

B2B Headless Support

Shopify now supports headless commerce for B2B scenarios, offering robust APIs and tools to manage complex B2B transactions. This allows businesses to create tailored experiences for their B2B clients, integrating seamlessly with existing systems and offering the flexibility needed to meet diverse business requirements.

For more information on Hydrogen and B2B headless support, visit Shopify’s headless documentation.

X Marks the Spot: Understanding the New Found Power of Generation X

Always eager for the next big thing, media and marketing has become obsessed with the youths. We’re endlessly fascinated with trendsetting millennials, and gen-z, even allowing their influence to retroactively shape the consumer habits of older generations, heaven forbid we don’t appear “on fleek” or whatever they’re saying on TikTok these days. But if advertisers are looking for buried demographic treasure, it’d be wise to say “ok boomer” to the teens and twenty somethings and recognize the often overlooked Generation X.

Born between 1965 and 1981, Gen-X’ers have been called many names, none too flattering. After all, Beck broke into the scene proclaiming “I’m a loser baby” and Nirvana’s biggest record was called _Nevermind_. However wise marketers would be advised to do quite the opposite when considering Gen-X.

Although once derided as slackers, Generation X has come of age. Though numbering only 66 million to Baby Boomers’ 75 million, Gen-X are now entering their best earning years, raking in an average $54,400 annually compared to struggling Millennials pulling in only $34,430. Although representing only 25% of the population, they control an outsized 31% of U.S. income.

Their influence extends beyond their pocketbook too. With more than 56 million Americans now living in multi-generational homes, Generation X are increasingly taking care of not only their twenty and thirty-something children, but also their aging boomer parents.

Sometimes described as the Sandwich Generation, Gen-X are quite literally positioned as a bridge between the old and the young, helming households that cater to both. Having entered the work force before the advent of the internet, the first generation to use email professionally couldn’t benefit from the luxury of tools like Slack and Basecamp. As a result, their interoffice personal and communications skills are naturally honed. This makes Gen-X ideal mentors to upcoming generations, and now as they ascended into the C-suite, taking the lead on corporate planning, Gen-X wield significant influence on industry. In fact, 55% of start-up founders are themselves members of Gen-X.

While not digitally native like Millennials and Gen-Z, Gen-X are adept consumers of digital media, spending on average seven hours a week on social media. Less inclined to social promotion, 81% maintain Facebook accounts and nearly six million have Snapchat, but look to these platforms to stay connected to friends and their kids. But don’t discount traditional media either, as these nostalgic platforms still draw considerable attention from a generation that remembers the advent of the Atari.

When reaching Gen-X, it’s important to avoid the obvious pitfalls. Unlike younger generations, Gen-X tend not to think of themselves as special, with only about 41% even self-identifying as Gen-X at all. The first work hard play hard generation responds to experiential offerings, but is quick to sniff out inauthenticity. The Cola Wars of the 90’s saw both Coke and Pepsi strike out, the former with their intentionally self-deprecating offering OK Cola, an obvious ploy, and the latter with the short lived and shallow Generation Next campaign.

Generation X built a lot of the workflows millennials refined, relying on DIY ethics to get to where they are. With so much on their plates, they respond best to a succinct sales pitch sell that gets to the point and clearly outlines tangible product benefits and results. Eighty percent believe work-life balance is important and 48% fantasize about having a day off. Although they outspend all other generations in housing, clothing, dining, and entertainment, more than half of Gen-X’ers (54 percent) report feeling frustrated that advertisers treat them as an afterthought. With the most disposable income of any demographic, ignore them at your own risk.

Happy End To a Terrible Year From Boy George !

Hello Everyone!

We asked an old friend (well, more of a new wave icon from the 1980s. That we never actually met) to help us send a Happy Holidays message in a fitting remote ending to a dumpster fire ? of a year.

Cameo-by-Boy-George.mp4 from Sweden Unlimited on Vimeo.

Thank you to the Sweden (not “Swedish”) Unlimited team and all the clients, partners, freelancers, and friends who stuck through all this with us. Together we proved that every day is like survival. (Sorry, those in their twenties that may not get that reference)

Here’s to 2021 and a new year of possibilities and fresh starts.

Love, Richard, Leja, and Alex

Leja Kress Joins Tim Richardson on Your Basket Is Empty Podcast

In this episode Leja and Tim share their passion for 80s new wave and post-punk music. Tim sat down with her to learn how the band she formed with her husband and twin sister led to the creation of the agency, what they’ve learned in 20 years of operation, how to maintain relevance, building culture, and who would be in her ideal line up for a show at CBGBs, circa 1985.

The Sustainability of Sustainability

What was once called a corporate fad and maligned as greenwashing, the practice of developing and maintaining an ecologically sound business model has proven an enduring concern for more and more brands. One might even say green is the new black, but in recent years, sustainability is clearly more than just a trendy flash in the pan.

It’s a sobering statistic, but by 2050 it’s predicted that there will be more plastic in the ocean than fish. In fact, every day 28,000 tons of single-use plastics are being disposed of in our waterways. These plastics are consumed by fish, which are in turn consumed by us. While destroying natural ecosystems is bad enough, our wastefulness is literally poisoning the food chain.

As Washington drags its feet regarding anything even close to legitimate climate change action, brands are stepping up, acknowledging the role of production in our ever more wasteful consumption. Absent regulation, brands are enacting real change throughout the entire supply chain.

Take for example Loop, a big-box retailer operating on an entirely digital straight-to-consumer model. Like a green Amazon, Loop offers various common brands including Clorox and Hagen Das in eco-friendly packaging. They’ve even removed the cardboard box from the equation, opting for a reusable shipping container users re-populate with spent receptacles to be sent back and refilled for re-delivery.

Other brands have also taken it upon themselves to eradicate single-use plastics from their processes. Accounting for just over 40% of total plastic usage, only 14% of packaging is recycled. With an eye on reversing this trend, Unilever owned Dove has announced a move to 100% recycled plastic packaging by the end of 2020. The initiative stands to reduce the use of virgin plastics by more than 20,500 tons per year. Brands like Lush and By Human Kind have made significant moves to cut down on packaging as well, the former focusing on eliminating packaging altogether through solid state products and the latter developing recycled and recyclable paper packaging to help the environment.

For the products that can’t be recycled, Lush also offers a return-for-rewards system allowing fans to return five spent containers to any store in return for a free face mask, thus turning an ecologically minded recycling program into a brand building opportunity.

Airing from 2006-2013, Tina Fey’s prescient NBC comedy 30 Rock gleefully lampooned many of the most shallow aspects of the media/corporate agenda, and greenwashing was not excluded. Played by Friends alum David Shwimmer, the character of Greenzo, NBC’s Green Mascot, embodied a shallow corporate effort to appear ecologically minded without enacting any policy changes.

Brought to life as something of a values based golem lacking any real substance, Greenzo was a revealing portrayal of a clumsy and clueless corporate activism clearly more focused on a cash-in.

But as the climate crisis carries on, and as woke Twitter continues to call out lackluster, or otherwise ineffectively placating brand efforts, we’re truly seeing brands take the lead in a reusable revolution. As customers demand action and vote with their pocketbooks, wise brands are responding with more than cursory solutions. The message is clear, Greenzo go home, consumers want real change.

How Sweden Unlimited is Limiting Its Plastic

Taking a cue from the CPG and cosmetics industries, Sweden Unlimited has initiated our own eco-friendly practices. While our product is virtual our and doesn’t produce any physical waste, office isn’t. And after running some numbers, we realized we were consuming over 5,000 plastic bottles a year! For us, this was unacceptable. In searching for a solution, we discovered Bevi, a wonderful service that produces smart water coolers offering still or sparkling water in a variety of healthy flavors. In making this move to reusable water containers, we’re thrilled to be able to provide for the health of our employees and guests, while also promoting the health of our planet. At Sweden Unlimited, the only thing we’re limiting is our carbon impact.