As people grow accustomed to new levels of convenience, there’s an increasing demand for brands to stamp out the little irritations. Author and thinker Adam Morgan explains how the modern challenger brand finds its footing.

In just five years, Shoes of Prey customers have personalised over 10 million pairs of shoes, from ballet flats to gladiator heels, and annual revenue is nearing $10 million AUD. But what makes designing your own pair of snakeskin peep-toe wedges so appealing to Australian women?

Combining computer algorithms and real stylists, British menswear brand Thread aims to deliver a truly personalised shopping experience that strips out the distractions and confusion of online shopping.

Online beauty start-up Julep is an internet phenomenon, targeting women of all ages who are genuinely passionate about beauty products and want their opinions and expertise to count. But what’s attracting so many women to sign up?

The ‘intimate apparel’ market in the US is worth $11 billion, and Victoria’s Secret accounts for half it. But according to online bra retailer True&Co, only one in five women is looking for the kind of bra that Victoria's Secret sells. So what bras do women really want to wear?

Half of teenage girls in the UK have avoided certain activities because they feel bad about their looks. Skincare brand Dove is out to tackle low female self-esteem with its new advert that tells women “you are more beautiful than you think”.

As beauty brands connect more with their consumers, Beauty For All is L’Oréal’s attempt to make itself more accessible by turning away from a super glam aesthetic. But do we really want brands to abandon unobtainable glamour for more humble, emotive and ‘real’ visual tropes?

Men's clothing store Hointer is out to revolutionise retail. Founded by a senior ex-Amazon employee, it combines the best of physical and digital in a customer-centric real-world experience that's as fast and efficient as buying online.