Understanding Gen Z Consumer Behavior And The Success Of The Mystery Box Phenomenon

At the start of 2022, luxury mystery box start-up, HEAT, announced a mind-blowing $5-million seed round from Antler and LVMN Ventures. The company, which was launched in 2019, also gained the attention of the fashion industry when they disclosed that other investors backing their expansion included the Hermes family, Sven Aherns (of Spotify), Stefano Ross (of OTB), just to name a few.

That the big players are paying attention says a lot about the remarkable success and potential of the mystery box concept. It also indicates that perhaps, this new disruptive model could also be the answer to many of the industry’s current challenges. The communications

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