February 7, 2023
5 Things You Need to Know About Retail Brands

Good morning and welcome to our fun facts newsletter, your first step to becoming the most interesting person in any room. We’ll be sending you digestible insights generated by our Diagnostic AI, Sphere, on brands, trends, and culture.

A couple of weeks ago, we attended the NRF Retail’s Big Show and met some of the world’s biggest retailers and other brands doing pretty cool things. Here’s a snippet from our Sphere pulls. Read more on our retail page.

Out of almost 3.5K tweets, we found that Rite Aid gets a lot of flak and not all of it is justified. These tweets call out the lack of safety and customer service they receive at their stores, perhaps an implication of the politics of wage and security today.

Scoring a good deal at TJMaxx sparks the same joy as a treasure hunt. With buzz around the looming recession growing as well, people are looking for ways to remain bougie on a budget, which is reflected in the most popular themes found in nearly 400 related Instagram posts, such as shabby chic, anti-fashion, thriftcore, and normcore.

It looks like shabby chic is also in when it comes to home decor. A review of nearly 400 Sherwin-Williams-related posts showed the aesthetic is a popular style for interior decoration, as well as Chic Modernist and Cabincore.

Forget the Statue of Liberty, Walmart is the American icon. Shoppers from all over the world pay a visit to the store for quintessentially American products, especially food, and lament about not having a Walmart in their home countries.

One of the things that makes Walmart so interesting to create content about is the unique items and dupes they carry. Gen Zs are incredibly individualistic and savvy-savers, so they love the thrill of discovering and sharing their “tips and hacks” online.

Walmart is a TikTok-approved location, with hundreds of pranks, reaction videos, and hauls being filmed at their store. While free publicity is great, Walmart should consider collaborating with these creators or incorporating this content into their own marketing strategies to keep control of the narrative and fulfill the desires of a performance stage for Gen Zs.


synthesizing vast data into actionable insights that reflect each market's unique cultural and economic backdrop


grasping the distinct consumer perspectives that these diverse regions offer

@adamseacow Lost dog found in Walmart!!!!! @ayden._.patton #prank #walmart #fyp ♬ original sound - Adam Patton

Once lauded as ‘Disruptor of the Year’ for grocery retail, Amazon Fresh is now leaving ‘zombie’ stores across America. Search interest is low as well, with only slightly more than a million searches for the store globally. Is Amazon Fresh past its sell-by-date? And, what does this mean for other players in the game?

Curated digital profiles:

-Instagram, Twitter, and TikTok (US)

-Weibo and Douyin (China)

Pulled 400 million unique searches to estimate the growth of each segment

Used Quilt.AI’s Sphere language and image capabilities to categorise lifestyle areas into specific segments

Glamour Seekers

These consumers are confident, bold, and comfortable with modern masculinity. They also often turn to social media to express their personal style and interests.

Actionable Insight: Collaborate with high-profile fashion influencers to create vibrant, trend-setting campaigns that resonate with this segment's desire for attention and admiration.

Vanity Vanguards

Highly image-driven, these individuals often seek validation through their appearance and are likely to engage heavily with both grooming and fashion products.

Actionable Insight:Leverage digital marketing strategies that feature before-and-after visuals and testimonials that showcase the transformative power of the products

Conscious Icons

These men aim to be recognized as modern, open-minded, and sensitive – embodying the image of "the woke good guy" in today's society by actively participating in movements related to activism and gender equality.

Actionable Insight:Design marketing campaigns that highlight their participation in these movements, showcasing products that enable them to express and amplify their desired social identities.

Youthful Trendsetters

They value beauty while still maintaining traditional masculine ideals of what it means to be good-looking. These men also tend to seek out methods of maintaining their youthful appearances.

Actionable Insight:Market products that boost physical appeal and suit active lifestyles, and focus on dynamic marketing that highlights masculine elegance.

Trusted Patrons

Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.

Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.

Innovation Advocates

As consumers who value knowledge, they embrace technology and innovation that enhances their lives. Wanting to stay ahead of the curve, they prefer brands that offer cutting-edge solutions that reflect their own mentality.

Actionable Insight:Market products to this segment by emphasizing innovation, utility, and exclusivity. Brands can focus on how their products integrate the latest technology and engage these men through intelligent content that speaks to their curiosity.

Visuals illustrated are to bring concepts to life only.
Visuals illustrated are to bring concepts to life only.
Visuals illustrated are to bring concepts to life only.
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