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Multi-Brand

Multi-brand distribution is the common brand industry term for distribution via a third-party retailer or e.commerce platform.At the same time, it is somewhat the brand industries’ love-hate distribution channel. We hate it because the brand can’t fully control its appearance to the consumer. And we love it, for its continuing high financial attractiveness. Profits from multi-brand wholesale distribution are mostly stronger than from “direct to consumer” distribution. And exactly that is the strategic challenge for many brands, the share of multi-brand distribution is too high and investments in direct to consumer channels are small and late.Be it quality online platforms or excellent department stores, both multi-brand distribution channels will play a long-term strategic role in the future of brand distribution.We share in this section brand success stories, outline trends and what drives wholesale performances, both strategically as commercially.
Brand Growth Strategy

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

Multi-Brand, Strategy, , , ,

In the competitive sporting goods industry, not many brands succeed in reaching the top, but Lululemon and Under Armour have.  We outline how they created brand growth and whether they have the potential to stay on top.

Over the last couple of years some sporting goods brands have managed to gain visibility and market share and two of them – Lululemon and Under Armour – have shown an outstanding brand growth development. (more…)