digital-first brands

Marketing and public relations are changing as new technologies and shifting audience viewing habits force agencies and brands to adapt their strategies. Commentators note that traditional approaches are giving way to digital-first, data-driven communication as consumers spend more time on streaming and social platforms.

Hyundai has unveiled the Crater Concept, a new concept vehicle that exists exclusively within a video game rather than as a physical car. The design reflects Hyundai's growing interest in digital-first showcases, letting the brand reach gamers and car fans without a motor show debut. Details on the game platform and full specifications remain limited so far.

ThirdLove, the lingerie brand known for rethinking bra sizing, plans to open 10 new retail stores across the United States. The move marks a step up in its brick-and-mortar presence as the company looks beyond its online roots and reach more customers in person.

French banking group Crédit Agricole is preparing to enter the German retail market with a digital-first bank, according to Retail Banker International. The move would put the lender in direct competition with Germany's established banks and with fintech challengers offering app-based accounts. Details on timing, branding and target customers have not yet been made public.