And the other winners are the ever-proliferating digitally native retailers who have never had to invest in expensive stores and continue to spring up like mushrooms after a good rain. MeUndies, anyone? The barriers to entry to boutiquey digital brands and storefronts are negligible: you can outsource site creation, product design and manufacturing, logistics, and fulfillment, leaving the founders in charge mostly of digital marketing. Granted, there has been an interesting trend of “pop-ups,” where digital retailers like The Real Real and Glossier are crossing over into the physical store space, but it remains to be seen whether this is a novelty trend or one with staying power. Amazon, of course, is investing meaningfully in building out its own stores, as well as leveraging its Whole Foods and other pick-up locations to augment its digital footprint.