Young, wealthy professionals have flooded Miami and Austin over the last 18 months, and luxury brands are following the money. But selling to a newly minted tech millionaire isn’t always so simple.

The label’s ruffle miniskirts and floral dresses are winning over young shoppers thanks to a business strategy that embraces wholesale and a brand voice that’s unapologetically over-the-top.

The viral sensation that began with sorority rush videos at the University of Alabama and name-checked labels from LoveShackFancy to Kendra Scott offers a glimpse into fashion’s informal, subcultural future on the app.

As the pandemic reshapes consumer preferences, companies are shifting their workforces to accommodate a new reality.

How will middle-market labels that survive the pandemic convince shoppers their products are worth their price tag? The answer may be to get out of department stores — and tweak the narrative.