Four regions down and there don't appear to be any builds. Feels extremely narrow compared to the Souls games.
Stat-wise you just pump vit and end and meet the str+sk requirements for whatever weapon you want to use, since there are no alternate ways of playing that I can discern (like being a mage or archer or whatever).
There also has been no itemization progression however many (20?) hours in I am. Basically you just upgrade your preferred trick weapon to the max + level currently allowable with shards (the shard type changes as you get farther in), and pick whatever costume you like the look of (all come with major tradeoffs in stats, no clear advantage) or stick to the default hunter gear for good balanced stats, which is kind of like Demons Souls in that regard.
That's about it. The only cool things to find so far are consumables and blood gem weapon modifiers (which are pretty minor in terms of effects), and I guess emblems which unlock new things to buy at the shop, but most of the emblems are meant to be found.