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E-COMMERCE

A man jumps into a pool wearing colorful swim trunks at a pool party.

Chubbies

Chubbies, the brand whose flagship product is shorts with a mere 5.5-inch inseam, has never taken itself too seriously. In 2012, just a year after the brand launched, it published an online open letter to Michael Jeffries, the then-CEO of Abercrombie & Fitch (and now accused sex trafficker).

The letter urged the retailer, which helped popularize cargo shorts with a roughly foot-long inseam, to stop selling them “cold turkey.” It stated that “the pockets in cargo shorts were only meant to hold a man’s shame,” and “cargo shorts are the only form of contraception that is 100% effective.”

Chubbies, which was acquired by Solo Brands in 2021 for an estimated $130 million, is even whimsical with its return policy, printing this message on the stitched cardboard hang tag of its lined swim trunks: “If this tag is removed, we assume you wore these shorts and therefore, they’re no longer returnable cuz that’s just nasty.”

Not returnable, it turns out, but resellable.

With the resale-as-a-service company Treet, Chubbies recently launched a resale website, Afterparty. Its landing page, which as this was published featured images primarily of men sporting trunks poolside and at the beach, includes used bathing suits for sale.

So what—besides Chubbies’ much-promoted elastic waistbands and stretch fabrics—gives?

Keep reading here.—AAN

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Vibes’ 2026 Mobile Consumer Insights Report surveyed 1.1k+ smartphone users to learn how their relationship with their phones has evolved—and how they prefer to use said phones to interact with brands.

Here’s what consumers had to say:

41% are more likely to redeem digital wallet offers sent via text message than email or apps.
78% have made a direct purchase from a brand’s SMS message.
3 in 4 have made a purchase because of a digital wallet offer they received from a brand.

Get the full scoop.

STORES

State of the industry

Retail Brew

Amid the AI frenzy, retailers are still placing bets on brick and mortar, just more carefully. Nearly 78% report moderate or significant in-store investment, and about a third maintain a balanced mix of physical and digital channels, according to Morning Brew Inc. data. With more than 5,000 store openings forecast in 2026, according to Coresight Research, this wave is less about rapid expansion and more about strategic refinement.

Stores are increasingly viewed as brand builders, not just transaction hubs. In a survey conducted by Retail Brew, 62% of retailers said they’re investing to strengthen brand perception, and 58% to boost loyalty, outpacing conversion goals. Experiential formats reflect a push to create immersive, community-driven spaces that digital channels can’t replicate.

AI adoption is widespread at 82%, but it’s largely working behind the scenes in marketing and operations rather than reshaping the sales floor. All of this comes as 76% of retailers report heightened price sensitivity and more than half have raised prices amid tariff pressures, making stores a key differentiator in a cautious economy.

Get the full report here.

MARKETING

Youth gone shopping

Fly View Productions/Getty Images

For years, malls have been on the verge of death. Could online fatigue change that?

Older generations grew up watching many facets of life shift from IRL to online, including shopping. But as younger generations search for places outside of home and school to hang out and watch as creators encourage them to visit stores in person, it’s possible that a reversal could be taking place. A survey from retail consultancy MG2 Advisory recently found that 73% of Gen Alpha prefers good ol’ fashioned brick-and-mortar shopping to buying online.

Keep reading here on Marketing Brew.—KH

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SWAPPING SKUS

Today’s top retail reads.

Fresh Apple: After a 15-year tenure, Tim Cook is stepping down as CEO of Apple this September and handing the reins to Head of Hardware Engineering John Ternus. (the Associated Press)

Big backer: Amazon is investing $25 billion in AI startup Anthropic, which is spending $100 billion over the next 10 years on the company’s cloud tech. (Reuters)

Not so endless: Red Lobster is reviving its Endless Shrimp promotion after it contributed to the chain’s bankruptcy in 2024, but this time there are some caveats. (the Wall Street Journal)

How we text: As consumers’ relationships with phones change, so do their preferences for brand communication. Vibes’ Mobile Consumer Insights Report surveyed 1.1k+ smartphone users to learn how they interact with brands. Read on.*

^{*A message from our sponsor.}

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☕ Will Chubbies fans buy used swim trunks?