Brands relying on department store or other multi-brand retailer distribution are in particular pain this year, as stores are closing and inventory checkbooks are being scrutinized more closely than ever.

A couple of weeks ago, I spoke with journalist Cathaleen Chen about how consumers are living and shopping right now.

Why am I excited about the idea of brands known for fairly narrow product categories launching curated marketplaces? For three broad reasons.

The multi-platform, multi-venue, multi-product program I’ve now seen over several weeks appears to be the result of the proven creativity of The Infatuation team and the risk-taking for which Nike has become admired.

Observations and analysis about Amazon‘s London pop-up from retail consultant Rebecca Smith and me.

To recap, trends hit:

• Instagrammable

• New CPG sales channel

• Small format

• Self-checkout

• Shift in ad dollars from digital to stores

And those missed:

• Experience

• Service

• Product education

• Brand immersion

• The “chat” in chat commerce

If more stores can capture people’s attention in similarly-immersive ways, then reserved and tour-guided retail could be part of the definition that I think today’s “retail as entertainment” hypotheses sorely need.

Hitting so many DNVB stores in quick succession reinforced for me a story. The story is that these brands - unlike retailers before them - are not opening stores for pure distribution strategy reasons.

While I’m all for the product-free pop-up, I’m looking for more of a tie between brand and experience than this one.

New and established brands are focusing on tighter assortments.

Earlier this month, I visited Amazon Go and Starbucks Roastery. They’re at opposite ends of the technology/human spectrum.

On Friday, I visited the Dyson Demo store. I had read about it and, while I'm not in the market for a vacuum cleaner, what's the point of a retail store anymore if it's not a helpful experience with some form of product trial?*

How big a role does brand play in people’s decisions about where to work out? Regardless of its significance now, I think its importance will increase as fitness companies continue to define and amplify their brands.

Someone visiting town for the holidays asked me what retail to see while in New York. I could go on and on (and on) but here's what came to mind first. Please comment or tweet and tell me what you'd add! 

The best thing about Amazon making shopping boring is that stores - at the least the good ones - are being reborn as shopping experiences. And not just shopping, but education and community, as shown at ADAY in the thumbnail image.

At the Brit + Co #CreateGood pop-up in Soho, worlds converge as the media company for women advertises its own platform, while bringing other brands to life inside its "5-day experience of all things good". Truth be told, #CreateGood uses these brands to round out Brit + Co IRL by providing visitors with sustenance and entertainment.

I've been out and about in New York over the past three days and, without intentionally embarking on a channel checking tour, I've found myself making a lot of mental notes about the experiences I've had.

Nike is doubling down on the 12 markets that will provide 80% of the brand's growth over the next 2.5 years. To many companies, this would mean focusing ad dollars in those markets and maybe sprucing up some area stores. But for Nike, it means more. 

I read many - probably too many - articles about retail. More than any I’ve seen recently, last week’s The New Yorker article, "Why J. Crew's Vision of Preppy America Failed", nails so much about retail today.