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Strategy

A strategy is brand’s master plan how to evolve its business successfully. A strategy can be worked out one or several functional areas of a business. Common functional strategies are a marketing strategy, a sourcing strategy or a retail strategy.Global lifestyle brands easily distribute to 80 markets, with each up to 10 different distribution channels. That provides many opportunities to grow and add complexity. While jumping on each market may prove lucky, growth can easily go very wrong. For that matter, it is good to have a well-planed brand growth strategy.In this section of our blog we share strategy views and best practice examples of key brands, and analyse what you can learn for your own brand strategy.

Brand Retail, Retail DNA, Retail Strategy

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

Strategy, , ,

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.

Imagine you are CFO or Finance Director of a successful wholesale brand – a brand that sells home interior items, chocolate, toys, or BBQ grills. You have a portfolio of more than 100 own and partner stores. You are a strong brand in your segment, but your forays into retail show mixed store P&Ls. Unlike wholesale profitability, the performance spread of your store is huge. Your organisation offers many explanations and excuses. But you can’t really ‘read’ why sometimes retail works and sometimes it doesn’t. (more…)