I think that increasingly brands will include influencers in their product development, if not from the get-go of actually designing the product, which we're seeing more and more of. These micro brands launching that are designed by influencers or owned by influencers, or they're co-branded with influencers. I think we will continue to see more and more of that, but you can also see a world where brands are testing new products using influencers.
If I was a big retailer, and I know I have to cut 30,000 units of a product, I might see that influencers first, in three different variations, and see which one gets a better reaction. I think that increasingly, retailers will try and run tests in that way, so that they can be better informed in this real live focus group on which products are going to do well. Which products people are going to resonate with. Which ones will get people to go to the website or buy that product.
I don't know how much of that is happening yet, but I think y'all have this incredible access to consumers. You have this direct relationship with consumers, people that are coming to you for advice on what they should be buying, and brands absolutely should be leaning on influencers earlier in the process. Look, as we've seen with Danielle from WeWoreWhat, who was just on the last episode. A few episodes ago, what we saw from her launch with her swimwear launch, was that when brands are developing with influencers, and when they are involved earlier in the process, it's something that your audience gets used to, they get invested in and it just performs a lot better.
I think that smart brands will start pulling, especially macro influencers in earlier in the development process, and then maybe start using more micro and mid-tier influencers to run tests, to see which products are resonating with their audiences.