A few weeks ago, I noticed some people on TikTok complaining that New York Fashion Week (NYFW) has changed.
Top models and industry insiders used to sit front row center for shows. Now, influencers have taken those coveted spots.
Top models worked hard to get booked to walk in the runway shows. Now, some of those slots are being "given" to influencers.
Normally, I pay zero attention to NYFW. But this year, Nicolandria from Love Island USA were there. And so I watched with glee as Olandria walked the runway, and kicked my heels at the clips of her and Nic at different shows. I know I definitely was not the only one.
Throughout all of that I learned about new brands and designers I hadn't previously heard of.
The same theme showed up on LinkedIn last week. I saw people who work in social media venting about the new super-thin cinematic video layout brands are starting to use on Instagram.
Their POV: its just one more thing to adapt to and add into their approach.
And then at the INBOUND conference, I hosted a panel with the co-founders of DRAFTED. The brand celebrates sports fandom among Latinas -- a group too often ignored, even though they are a major part of the "new general market."
What do all these things have in common?
Evolution happens.
The fashion industry is evolving. Social media is evolving. The sports industry is evolving.
It only makes sense why all this evolution is occurring.
Consumers are changing. The market is changing. And thus, the methods to attract and retain consumers requires change as well.
But unfortunately, I'm seeing way too many brands resistant to that change.
Their teams resist change. Their methods stay the same. Their mindset stays stuck.
And so their growth stalls.
While some marketing principles are timeless, today's customer requires brands to play by the new rules.
Inclusive marketing is a core part of that.
If your brand hasn't yet evolved into one that consistently creates experiences where more of your ideal customers feel seen, supported, and like they've got a special invitation from you to buy from you -- you're already behind.
The game is changing, whether you want it to or not.
So what to do about it?
Q4 is upon us. If you want to start 2026 with a brand that’s evolved — and actually equipped to attract, convert, and retain today’s customers — it’s time to get intentional about what needs to change.
A Frictionless Growth Roadmapping Session™ is a smart place to start. Together, we’ll identify where your brand is out of sync with today’s market and map a clear path forward based on your goals and the customers you want to serve.
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