How Can Retail Brands Break Through the Noise and Become Unicorns?

Building a unicorn brand, one that cuts through the noise and achieves extraordinary growth, is an immense challenge, especially in an environment where change happens in the blink of an eye. It pushes every aspect of a retailer’s strategy to its limits.

As a marketer, brand builder and storyteller, this subject really resonates with me personally. I recently had the great opportunity to moderate a panel at eTail London with some incredible leaders from both iconic and startup brands. Their honest and open insights about what really drives success stuck with me and I’m keen to keep digging into the topic and sharing well beyond the conference stage.

Unicorn Retail Brands Must Differentiate To Avoid Blending In

Kathryn McConnell — CMO at Cult Mia, an online fashion marketplace that connects shoppers with sustainable and conscious independent designers from around the world — kicked things off, emphasizing the power of bold differentiation. She said luxury shoppers today want to express their individuality, and avoid blending in with the crowd. They’re getting tired of seeing the same styles everywhere, and instead look for brands that help them stand out and feel confident by showcasing their unique style. This desire for distinctiveness drives how great brands connect with their customers and differentiate themselves in the market.

Alejandro Ruiz, customer growth and insights manager at Dr. Martens, highlighted how, for established brands with a long history, staying relevant is no longer about decisions made only at the top. Instead, relevance today comes from the community — from the customers who wear the brand, share its message, and live its values every day. This shift really shines light on the importance of authentic engagement and empowering brand advocates to shape the brand’s ongoing story.

Ruiz’s insight reminds us that even established brands must listen and empower their communities to keep their identity alive.

George Sullivan, CEO and founder of The Sole Supplier, a U.K.-based high-end footwear and street fashion marketplace, talked about just how easy it is nowadays for brands to stay relevant, thanks to the nonstop feedback pouring in from millions of customers on social media. He explained that brands really need to be quick on their feet because trends don’t last like they used to, they often fade away now in just a couple of months instead of a whole year. 

His advice? Be where your customers hang out, and be ready to adapt fast. Adding to that, Tom Flume — CEO and founder of Moss & Noor, a Swedish lifestyle brand specializing in performance-focused personal care products — talked about how important it is for brands to go beyond simply chasing every trend. He said you need to have a real voice, stand for something that matters, and genuinely be part of the subcultures you’re speaking to. And he made a great point: It’s okay if people love you, or even hate you, what really matters is sparking some kind of emotion. Because if no one’s reacting, it means the brand isn’t really connecting at all. Tom’s courage to embrace polarizing opinions highlights how bold brand action builds stronger connections.

Simone Olomon, co-founder of Need It For Tonight (Nifty), a U.K.-based same-day fashion delivery platform that delivers within 90 minutes, challenges the idea that consumers truly “love” brands. Instead, she points out that people connect more deeply with the real individuals behind the brands, the founders, team members, and communities that bring them to life. She emphasized that admiration or connection to a brand is different from love, which is often a transient emotion. According to Simone, chasing the concept of brand love can be misleading because consumers don’t engage with logos or abstract ideas, they engage with authentic stories, genuine people, and real shared experiences. This highlights the vital role of authenticity and human connection in building meaningful brands today.

When Is the Time to Scale a Potential Unicorn Brand?

The conversation shifted to practical ways of identifying signals for scaling a brand.

McConnell reflected on the early signs of traction they experienced, such as a wave of grassroots support and enthusiasm from friends of the brand and founder, alongside clear sales growth and new customer acquisition. However, she also pointed out that sustaining growth requires going beyond initial purchases to deepen customer retention, an important indicator that the brand is ready to scale thoughtfully. 

Sullivan echoed this view, emphasizing the importance of combining both data and intuition. He stressed that truly knowing the target audience and achieving strong resonance is key, and that businesses must use a balance of human insight and technology before making major growth decisions. This partnership of human insight with analytics forms a foundation for confident scaling.

Charlotte Ford — ex-marketing director at Ruggable, a home decor brand known for its machine-washable rugs — emphasized the strength of brand storytelling over pure performance marketing. She emphasized that the company’s growth was largely driven by the power of brand storytelling, rather than just performance marketing. Being a founder-led business, the story of the female entrepreneur behind the brand played a central role from the very beginning, shaping the brand’s identity and connection with customers. She also highlighted the challenge many brands face in balancing short-term ROI pressures with the importance of nurturing a long-term vision, stressing that building a brand is not about focusing solely on immediate revenue, but about creating something sustainable that will thrive over the next decade and beyond.

On balancing innovation with real value, McConnell shared a practical approach her team uses to stay focused. They apply a “traffic light” system to evaluate new ideas by asking whether the innovation will improve efficiency, reduce costs, and, most importantly, positively impact the customer. If an idea doesn’t meet these criteria, they set it aside for the time being. This mindful process helps them avoid the distractions of what she referred to as “ADHD entrepreneurship,” and maintain disciplined focus on initiatives that truly matter.

Sullivan emphasized that to advance in your career and deliver strong results for a brand, it’s essential to deeply understand and relate to your target audience. By knowing your customers inside out and connecting with them authentically, you set the foundation for success. He also highlights that when a team genuinely loves and embodies the brand’s culture, creativity and ideas come more naturally, driving better performance overall.

Pitfalls To Avoid For Brands Seeking Unicorn Status

The panelists shared several common pitfalls that brands often face on the journey to becoming a unicorn.

Sullivan reflected on his biggest mistake, which was stepping away from being the visible face of the business. He noticed that once he removed himself from creating content and engaging directly with the audience, overall engagement levels dropped significantly.

Oloman emphasized how crucial it is, now more than ever, for businesses to have real people at the forefront championing their products. She warned against becoming faceless and transactional, highlighting that authentic human connection plays a vital role in building trust and loyalty.

Flume advised focusing on simplicity and honing core tactics and skills. He suggested that brands should do less but do it better, rather than obsessing over competitors. Instead of constantly watching what others are doing, he encouraged brands to concentrate on becoming memorable in their own unique way.

McConnell warned that brands must avoid losing cultural relevance. She pointed out that while taking risks is important, it’s equally vital to stay culturally connected, be agile, and act quickly in a fast-moving environment.

Ford highlighted the danger of obsessing too much over competitors. She shared that in some businesses she’s been part of, this fixation led to copying competitor strategies, which ultimately stifled creativity and hindered the brand’s ability to innovate and stand out.

This candid discussion reminds us that the journey to unicorn status is not a one-size-fits-all quest, but deeply human. Great brands emerge from teams passionately living their culture, listening intently to customers, innovating with discipline, and boldly owning distinctive, emotional connections — even if it means being loved by some and disliked by others. As the world rapidly changes and trends transition at a rapid pace, these qualities turn retailers into lasting cultural icons.