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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.

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

Strategy, ,

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?

To start with, I’m a finance and control guy by origin, certainly not a creative that simply likes brand stores because of their looks. I love retail expansion, because with the right ingredients almost any product category and brand can operate profitable stores – but you’d better know how. Retail expansion strategies have been my most interesting assignments, because the store operations models behind the façade are as complex as they are colourful.  (more…)