Brand Strategy

Guido Schild author portraitCurated by Guido Schild

Today’s global lifestlye brands distribute to more than 30 core markets, each up to 10 very different distribution channels. With 300 distribution opportunities to chose from, things can go right or wrong, if you just go by the opportunities. So better you have a well balanced brand strategy.

In this section of the blog Guido & friends share their brand strategy perspectives, assess channel developments, review strategic and financial development of key brands. And they share what you can learn for your own brand strategy.

Empowering Shoppers and Brands: The Latest Trends in Online Fashion Retail

Online fashion shoppers and brands expect more from digital shopping than a ‘scroll and buy’ experience. New trends are redefining online fashion retail, are you following them? ….. click for more inspiration

Branding in 3D: How Edited Retail is Catering to the Attention Economy

Technology and new expectations have made confident, purposeful ranging a more valuable asset than ever before. In the attention economy, edited retail rules! ….. click for more inspiration

Burberry: Classic Design with a Future-proof Retail Strategy?

Burberry invokes tradition, craftsmanship and classic design. But with its innovative retail strategy, Burberry has a few things to teach the industry too! ….. click for more inspiration

The Rise of Shopping Centre M&As

A recent flurry of shopping centre mergers and acquisition (M&A) could be set to alter the state of play in the industry as an increasing number of bigger groups take hold. This post explores what these shopping centre mergers mean for the sector and what conditions gave rise to them. ….. click for more inspiration

A New Paradigm for European Retail?

European markets are shifting. How can European brand retail learn from the past to navigate current trends and challenges and sustain future-proof growth? ….. click for more inspiration

New Diesel CEO – Exclusive Preview of first Applications

Renzo Rosso is advertising one of the hottest chairs in brand growth: CEO of Diesel. We share the hottest candidates on the recruiting file. ….. click for more inspiration

How to Run a Smart Store

What makes a smart store? While customers imagine touchscreens, virtual reality, smart fitting rooms and mirrors and other digital elements, smart retailers learn to make the best use of internal and external data. ….. click for more inspiration

How to get Quality into your Brand Strategy and Planning

Key learnings of 30 years brand strategy and planning. Tips how to improve your brand growth planning, today. ….. click for more inspiration

The Past, Present and Future of the Outlet Industry

The first FSP Outlet Industry Breakfast was a great success. It gave an overview of the expansion of the outlet industry over the past years and offered a preview for 2017 and 2018. ….. click for more inspiration

How to Boost Outlet Expansion with Consumer Experience

Our recommendation for an excellent 5-minute read by Ken Gunn, the authority on Designer Outlet Centers. Learn from him why consumer experience drives outlet expansion, and how to change consumer behavior. ….. click for more inspiration

Is your Outlet Strategy Princess or Cinderella?

Outlets are brands’ most profitable retail distribution, and the only brick & mortar still growing. We shed a light on the outlet strategy of successful brands. ….. click for more inspiration

Partner Retail is Still the Smarter Retail and Here is Why

DTC became brands’ favourite distribution channel, but it is investment heavy. Partner Retail is lighter and more profitable. VF, Pandora and Levi’s show how to grow both. ….. click for more inspiration

(Retail) Love in the Time of (Store Closure) Cholera – 8 Reasons why Retail Expansion will Prevail

There are store closure programs wherever you look. But online pure players and successful brands continue to invest in retail expansion. So why is this? ….. click for more inspiration

Retail Lease Management in Stormy Weather

Retail management without lease control management is like sailing in a storm but leaving some navigation tools at home. ….. click for more inspiration

Lululemon vs Under Armour: Is it Barbie vs Ken or about Qualitative Brand Growth?

In the sporting goods industry has not many brands reaching the top. Lululemon & Under Armour do. We outline how they created brand growth. ….. click for more inspiration

Abercrombie – the Beach Models are Gone, It’s All Down to the Business Model

If you are a great brand and plan to grow in international retail, make sure you have a competitive brand business model. It takes more than six packs to be successful. ….. click for more inspiration

Driving Brand Growth with Private Equity

Brand private equity investments have increased, but not all have been success stories. So how can PE & brands work together successfully? ….. click for more inspiration

Brand Retail Strategy: Retailers are from Mars, Brands are from Venus

150 years of brand retail strategy, yet still many even big brands made unsuccessful attempts to grow. It shows that experience is no guarantee for success. ….. click for more inspiration

Brand Restructuring in 20 Minutes

LEGO’s recovery from bankruptcy is a most convincing example of brand restructuring. In an excellent 20 min interview LEGO’s CEO explains how they did it. ….. click for more inspiration

KPIs is not All – Learn to read your Brand Retail DNA!

Brand retailers have many KPIs, but still can’t guarantee expansion success. This article shares how to read a brand’s retail DNA and lower expansion risks. ….. click for more inspiration

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