Everybody knows about Temu, and how could we not considering how big their advertising budget is. Few brands can afford to spend over USD 3 billion in digital marketing and influencer partnerships, let alone operate at a similar loss for a sustainable period of time. The ecommerce giant seems intent on winning over the US market, but is their strategy working?

Persistently high inflation has pushed retailers to innovate on how to not only keep their existing customers, but also winning new ones. Whilst some brands have chosen to go the shrinkflation route, Target has decided to introduce a new private label brand, and to revamp Up and Up, their USD 3 billion brand.