Originality matters, but not always, especially when you’re expanding into new categories, new audiences, or new channels, chasing “different” for its own sake can slow you down.
As Tony Robbins says: “Success leaves clues.” Great merchants know how to spot what’s working, collapse the trial-and-error cycle, and reinterpret proven ideas through the lens of their brand.
In this piece, I lay out how strategic merchants think from whitespace mapping to product storytelling to brand-right expansion. It’s not about copying, it’s about collapsing time.
Curious to hear your take: What brand do you think has expanded into adjacent categories beautifully?

Many retailers fall into the private label trap—chasing margins at the expense of creativity and trust. But why do so many fail? And what separates the ones that get it right? This article unpacks the risks, explores smarter approaches, and challenges retailers to rethink how they balance profitability with the magic of curation.

In today’s crowded activewear market, technology can be both a brand’s greatest asset and its biggest pitfall. Overloading garments with unnecessary features risks alienating consumers, while underutilizing innovation leaves products feeling irrelevant.
This article explores how successful brands align technology with a clear mission—creating products that inspire, perform, and resonate. Whether you’re a designer, merchandiser, or brand builder, it’s a call to balance cutting-edge innovation with human-centric design and purpose-driven storytelling.
Are your products solving real problems and connecting emotionally with your audience? Let’s find out.

Why do women’s athletic brands often stumble when launching men’s collections? The answer lies in strategy—not just design. Expanding into men’s activewear requires a fresh perspective, authenticity, and a clear niche.
In this article, I share insights on:
- Why authenticity from the team behind the brand matters
- The importance of focusing on a specific niche or end-use
- How community and marketing drive success
Whether you’re a women’s brand looking to break into menswear or a men’s brand seeking to grow strategically, these takeaways can help guide the way. What do you think is the biggest factor in bridging the gap between these markets?