Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.

Israeli start-up Awear Solutions is making awkward 'where did you get that bag?' interactions a thing of the past with an app that lets you scan strangers’ outfits on the go, taking you to the original purchase site. But given that it relies on brand and customer co-operation, does it have growth potential?

Freshpair is an exclusive home bra-fitting service. Following a free telephone consultation to discuss style and fit, a handpicked selection is sent to customers for a week-long trial, after which they can keep their favourites and return the rest.

As people grow accustomed to new levels of convenience, there’s an increasing demand for brands to stamp out the little irritations. Author and thinker Adam Morgan explains how the modern challenger brand finds its footing.

Contemporary consumers increasingly distrust huge 'faceless' companies. Enter the 'challenger brand': a Robin Hood figure who may not offer the biggest or best, but takes care of their customers and thinks outside the box.

Returning clothes is expensive for retailers and irritating for customers. Up to 50% of clothes bought online are returned, which costs companies millions in handling and postage. Offline, retailers have been experiencing growing numbers of 'wardrobers' - shoppers who buy, wear and return clothes.

'Wardrobing' is a growing trend in which shoppers wear and return expensive clothes. It's costing clothes retailers $8.8 billion a year. In response, Macy's is installing highly noticeable tags on dresses that, when snapped off, mean they can’t be returned.

As the demand for convenience grows, people expect free delivery and returns for online orders. But for clothes retailers like ASOS, it's causing problems. One in seven women admits to wardrobing - buying clothes, wearing them once, then demanding a refund.