search
Glossy Logo
Glossy Logo
Subscribe Login
  • Glossy+ Member Subscribe Now
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Glossy+
  • Podcasts
  • Events
  • Awards
  • Pop
search
Glossy Logo
Subscribe Login
  • Glossy+ Member Subscribe Now
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Pop
  • Glossy+
  • Events
  • Podcasts
  • Newsletters
  • facebook
  • twitter
  • linkedin
  • instagram
  • email
  • email
Member Exclusive

Glossy Research: Traditional brands had a blockbuster 2021 and believe the momentum will continue

  • Facebook
  • Twitter
  • LinkedIn
  • Reddit
By Cale Guthrie Weissman
Apr 18, 2022
krisztina papp

According to recent Glossy and Modern Retail data, traditional brands saw solid growth in 2021.

Glossy and Modern Retail surveyed brands and retailers about their financial performances over the last year along with what they expect to see in the year to come. More than two-thirds of the self-described traditional brands, as opposed to those that consider themselves primarily direct, said they saw increased revenue from a variety of channels.

While not necessarily surprising, it does give some context on how traditional retailers and brands performed in 2021. Some of the largest traditional retailers saw large year-over-year gains last year. Nike’s fiscal year 2021 (which ended in May, 2021) revenue was up 19% year-over-year. Target, meanwhile, reported comparable sales growth of 12.7% year-over-year for 2021.

According to the traditional brands we surveyed, 76% reported wholesale revenue increases over the last year. What’s more, 71% of these same brands said direct revenue went up as well.

Indeed, businesses of all types saw big gains in 2021. Retail sales as a whole grew 14% last year.

Still, some brands didn’t see the same results. According to earlier Glossy and Modern Retail research that surveyed 88 self-described direct brands, only 54% saw their direct revenue increase — and 48% reported wholesale revenue gains. Meanwhile, 59% these same direct brands we surveyed said they’d upped their marketing budgets.

According to the traditional brands we queried, only 55% said they boosted their marketing spending.

Looking ahead, the traditional brands also have high hopes for the year to come. Eighty-five percent said they expect direct retail revenue to go up, and 76% believe wholesale will also see a bump. Meanwhile, 76% said they plan on increasing their marketing budget in 2022.

While these brands may have rosy outlooks, reality may make things more difficult. Inflation continues to rise, which means that some brands are increasing their prices. Whether or not that will impact 2022 outlooks remains to be seen.

  • Facebook
  • Twitter
  • LinkedIn
  • Reddit
Related reads
  • The New Luxury
    How much does the social media backlash to the Sánchez-Bezos wedding matter to brands?
  • Member Exclusive
    Fashion Briefing: The soccer opportunity for fashion is booming in the US
  • Fashion
    Vogue faces new headwinds as Anna Wintour — who agency execs say made ad dollars flow — shifts focus
Latest Stories
  • Glossy Pop Newsletter
    Glossy Pop Newsletter: When it comes to brand trips, is all press good press?
  • The New Luxury
    How much does the social media backlash to the Sánchez-Bezos wedding matter to brands?
  • The New Luxury
    ‘I can have my cake and eat it, too’: Why younger patients are seeking facelifts
logo

Get news and analysis about fashion, beauty and culture delivered to your inbox every morning.

Reach Out
  • Facebook
  • Twitter
  • Linkedin
  • Instagram
  • Threads
  • Email
About Us
  • About Us
  • Masthead
  • Advertise with us
  • Digiday Media
  • Custom
  • FAQ
  • Privacy Policy
  • Terms & Conditions
©2025 Digiday Media. All rights reserved.