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Specialty Retail is under assault. Traffic to desktop and mobile sites has decreased by 21 percent since 2017, with brands contending not only with Amazon, but also with the collective threat of direct-to-consumer disruptor brands. Index brands exhibit varied success at remaining competitive: Fast Fashion brands lead with elevated on-site merchandising and omnichannel capability, while home & gift brands struggle to compete via paid search on Google. With best-in-class merchandising, mobile-integrated loyalty offerings, and outsized social media performance, beauty brands continue to set the bar across digital dimensions.