Articles
Forget Search, Your AI Will Buy It
As AI agents begin to research, compare, and buy products on our behalf, the rules of online retail are being rewritten. This piece unpacks the rise of agentic commerce, the shift from SEO to optimizing for AI agents rather than human clicks, and why brands that win will be the ones that become an agent's default choice through clean data, reliable fulfilment, and machine-level trust.
Fashion’s Biggest Night: How the Met Gala Fuels the Fashion Industry
Far more than fashion’s biggest night, the Met Gala has become a powerful engine for brand visibility, consumer demand, and cultural influence. The article examines how luxury brands use celebrity partnerships and viral red-carpet moments to generate significant returns, while shaping trends across luxury, resale, and mass-market fashion. Ultimately, the Gala shows how commercial strategy can coexist with fashion’s artistic and philanthropic purpose.
The Loneliness Economy: The Art of Selling Connection in an Age of Isolation
Loneliness has become both a growing social problem and a major business opportunity, creating markets for everything from AI companions and friendship apps to social clubs and wellness spaces. Companies are increasingly treating community as a competitive advantage, recognizing that belonging can build loyalty in ways products alone cannot. Yet this “loneliness economy” raises an important tension: whether businesses are genuinely rebuilding human connection or simply monetizing its absence.
Differentiating Denim Digitally: Celebrity Endorsements and Chasing Virality
American Eagle and GAP offer two contrasting approaches to capturing Gen Z’s attention in a crowded digital landscape. While American Eagle used calculated controversy and provocative imagery, GAP leaned into inclusivity, cultural relevance, and participation. Both campaigns show how a strong brand identity can turn online conversation into engagement, loyalty, and sales.
Preventing Failure to Launch
In Queen's Business Review (QBR) Strategy portfolio, Editor-in-Chief Jacob Kranjac explores how organizations can prevent “failure to launch,” introducing a community-centered approach to onboarding and examining how connection, shared experiences, and cultural alignment can be leveraged as strategic advantages.
Zip It and Let the Quiet Giant Speak: How YKK Dominates Global Manufacturing
Look down at your pants right now. Between your legs sits a multi-billion dollar company you have never heard of. That tiny piece of metal that keeps your jeans together, your jacket closed, and your suitcase sealed belongs to YKK. Despite being attached to billions of garments around the globe, YKK remains one of the most quiet yet powerful companies in modern manufacturing. In this editorial, Yaren Yurdakul explains how a company unknown to most is found in every home.
How Love Drives Literature: Romance for Mass Consumption
From rippling muscles to abstract illustrations, romance covers continue to dominate commercial and domestic bookshelves alike. In this article, QBR Editor Annabella Luo explores how the genre has won over generation after generation of new readers. Following the rise of influencers and short-form media, how can literature hold the attention of the public, and at what cost?
Neobanks, AI, and the End of Banking as We Know It
As the future of traditional financial services hangs in the balance, QBR Senior Editor Chanelle Cai explores how digital disruption, AI, and open banking regulations are transforming the industry. Her article examines the strategic crossroads facing both traditional banks and neobanks, arguing that banks must modernize legacy systems, embrace AI, and refocus on wallet share, while neobanks must diversify products, build customer trust, and scale strategically. Drawing on recent regulatory changes and shifting consumer behavior, Cai highlights the urgency for innovation to determine who will lead in a digital-first financial era.
He May Bring You Happiness… If You Can Find One: How Collectibles
Borrowing the psychological hooks straight out of a casino, blind box toys aren't your average plastic figurines. From Pop Mart's rebranding of The Monsters character, Labubu, which generates thousands on resale markets, to Sonny Angels appearing in workplaces, QBR Senior Editor Ninglee Weng explores how these toys thrive on scarcity and the addictive nature of not knowing what you will get. As the newest addition to the hype economy, can blind boxes remain a cultural obsession or become irrelevant as fast as they rose to fame?
Where Tourism Meets Treatment: Unpacking Turkiye’s Medical Tourism Industry
In this editorial, QBR Strategy Editor Yaren Yurdakul explores Turkiye’s medical tourism industry. Despite economic challenges, Türkiye has emerged as a global leader in affordable, high-quality healthcare, attracting millions of patients annually for medical and cosmetic procedures. This piece examines the key factors that drive the industry, such as Turkiye’s geographical location, government-backed incentives, and the role of social media, while also addressing the risks and challenges. Additionally, an exclusive QBR interview with Turkish otolaryngologist Dr. Erdal Gul offers a first-hand perspective on Turkiye’s evolving healthcare industry.