Everything Will Be Alright Dear Brand & Retail Industry
This is about an expert pandemic, future pacing, a little bit of motivation and no bad news at all. From your blog’s curators.
Before this post reaches you, it went through five different incarnations in six weeks of lockdown. It started out very German in tone ‘this will get very dirty before it is over’, to shift to ‘how to stop your cash bleeding’, until it gradually reached its current Italian mood, ‘andrà tutto bene’.
Ecom Real Talk: A Deep Dive on Marketplaces for Fashion
Selling on marketplaces is no longer an ‘if’ question, but has become about ‘when and how’. A deep dive into the structure of online marketplaces for fashion.
“We don’t want to sell online because we want to protect our brick & mortar stores.”
That’s a sentence I’ve heard over and over since I started working in the online sales business nine years ago. By now, however, I rarely hear it anymore in the fashion industry. But switch industry, and we’re back where fashion was when it began to embrace change a few years ago. (more…)
Society Needs your Engagment
Dear Brand Growth Inspiration readers,
extraordinary times require extraordinary measures. We decided to suspend our regular distribution of growth inspiration to allow everyone to focus on what is most important at this time: to care for friends, neighbours, family and society. (more…)
Staff Cost Reduction Ahead
The ongoing coronavirus crisis adds to deep dips in store traffic. As retailers look at staff cost reduction to minimise the negative effect on their bottom line, this case study provides insights beyond a simple staff cost vs. sales ratio.
Ship From Store: Omnichannel Best Practice?
More and more brands are now shipping from store. Is ship-from store an option for your brand? This article explores the benefits and cost.
Let’s Talk About Culture
Culture is the very embodiment of a brand’s values, ethics and purpose. This installment of our Let’s Talk About series dissects brand culture, the third pillar of the brand experience sweet spot.
eCommerce Photography: A Picture Is Worth a 1000 Words
With the rise of eCommerce, the importance of visual media has increased. Some best practices for successful eCommerce photography.
Used Clothing: Changing the Paradigm for Business and the Environment
Leading apparel brands are tackling the challenge of recycling used clothing, helping to solve a major environmental issue while capitalising on a growing business opportunity.
Special Edition: Going Global
International expansion has traditionally been slow, expensive and high risk. But to many brands and retailers, the opportunities in going global remain compelling. This special edition examines how to do it right. (more…)
Sustainable Fashion: Why Patagonia Works Is the Most Beautiful Brand on Earth
This story is about beauty, earth beauty and why engaging in sustainable fashion makes for beautiful brands. But it’s not a romance story, and I’m still the same: we are talking serious brand strategy business!
In 2020, online and multichannel have long become your daily bread and butter, and sustainable fashion is the next big brand strategy topic. (more…)
Cheese Please! A Lesson in Brand Building
How to turn cheese from an every-day commodity into a sought-after lifestyle brand? Join us for a brand building lesson from Cheese & More by Henri Willig.
Advanced Board Reporting, or How Controlling Can Enable Supervisory Best Practice
Change is becoming the only constant. What does it take for supervisory boards and CFOs to keep up with time and new requirements of advanced board reporting?
Let’s Talk About Services
Take service experience one step beyond! This installment of our Let’s Talk About series takes a deep dive into service, the second pillar of building a future-proof brand experience.
We all know what service means, right? We all buy things, and we’re all familiar with the customer experience of being handed our purchase in a carrier bag to take home. That’s an example of a basic consumer expectation. (more…)
Brand Management 2019: The Year in Review
We’ve curated our brand management reader favourites of 2019 for you. Topics include digital marketplace distribution, multichannel retail, brick & mortar stores in a digital world, brand story telling, omnichannel best practice, as well as an installment on product from our new opinion series ‘Let’s talk about…’.
Make the World Greta Again: How Sustainable Is Your Brand & Retail Really?
Please excuse the pun, I just had to make it to grab your attention. I want you, and I want your engagement – to read and perhaps share this article, but much more importantly, to make sustainability a wholehearted top priority in 2020.
Omnichannel Loyalty: How to Use Geo-fencing to Drive In-store Traffic from App Users
Online and offline channels are merging. Here are some real-world examples of brands driving in-store traffic by sending geo-fencing promotions to app users, requiring almost no investment
Time to Market: The Hidden Secrets of Fast Fashion
To capitalise on often unpredictable consumer preferences, you need to set up an in-season fast-track product development process. A time to market of 40 days is the goal!
How to Measure Staff Motivation: The Big Unknown
Staff motivation is notoriously difficult to capture. This article shows how to combine Footfall Utilisation Index with Staffing Index to truly measure staff motivation.
Let’s Talk About Product
Clear brand delivery is the ‘sweet spot’ that enables brands to stand out and succeed in a crowded marketplace. It’s built on three pillars: product, services and culture. Today, we talk about product.
How does product shape brand experience? How can a brand’s product experience create a meaningful connection to its customers?