Do you measure the payback of TV advertising, sports sponsorship and the profitability of your warehouses by EBIT? No?
Why then do you measure retail stores with the same role (branding, community building, shipment handling) by its P&L alone?
Brand Retail
Brand retailing is the brand industries’ strategy to grow brand appearance and sales with physical stores. Often it is called mono-brand retail (in opposite to multi-brand retail). Be it flagship stores, factory outlets, partner stores, franchise stores, concession stores or other forms, brand retail comes in various shapes. Brand retail is a highly visible brand footprint. Especially flagship stores deliver a strong brand experience, but they also carry financial huge risks. We share in this section from brand retail, the success stories, the KPIs and strategies. We outline what drives brand retail performances, both commercially and branding-wise.
