News you want to use week 34.

Hennes and Mauritz AB, the world’s second largest fashion retailer has rolled out a new digital campaign to promote its launch on e-commerce site Myntra. The interesting part with the launch is that H&M moves away from controlling all customer facing steps and allows Myntra to be the part the faces the customer. The rise in power that different marketplaces has in retail is another sign that this collaboration reveals. In the end, will we most likely see more brands that need to let go of the total control in order to create sales.

Read more: 3 min