Gen Z (those born after 1997) are expanding the boundaries of the digital world beyond what we ever expected.<\/p>\n\n\n\n
As a result, brands are stretching their once analog offers far into the online realm, and doing so successfully, from Marc Jacobs\u2019 latest digital-only fashion collection, to Deliveroo\u2019s digital delivery drivers.<\/p>\n\n\n\n
While this new online world provides untold opportunities, it also poses a series of challenging questions that brands will need to navigate.<\/p>\n\n\n\n
Is a digital-only product offer the right move? Which online influencers should you partner with? Are there other digital brands with which you should be collaborating?<\/p>\n\n\n\n
When the world you are putting your brand into is so different from the world you created your brand in, how can you successfully stretch your brand? Moreover, how can you do so in a way that meets the needs of this new Gen Z customer without breaking your brand?<\/p>\n\n\n\n
When looking at the lessons from those who have navigated this world successfully, I believe there are three key principles you can employ to guide your digital product stretch<\/strong>:<\/p>\n\n\n\n Table of Contents<\/p>\n<\/span><\/div>\n