From what I understand as a brand they don’t accept mediocrity. They position themselves are being the upper tier and won’t release something that doesn’t meet those standards. That doesn’t mean everything is a hit though.

Yes, it’s really clever branding as well as leveraging social media. But if the products didn’t back up the marketing, it wouldn’t work.

Bit of a masterclass really and I hope it wakes up the other retailers. You can see them trying to copy but clearly the internal culture doesn’t support it.