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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 Retail, Retail Strategy,

Retailers are from Mars, Brands come from Venus, but Online being Centre of Gravitation

Multi-Brand, Strategy, ,

Hundred fifty years of brand retail strategy, yet still many big brands trial & error to grow successful. We explain why experience is no guarantee for success.

A look back at around 150 years of brand retail strategy reveals a path paved with unsuccessful attempts to grow. Brand retail strategies were diverse, but annual reports tell a familiar story: none of the major midmarket brands have really made it. As Polo Ralph Lauren (retail launch 1971), Nike (1967), Levis (1983) or Esprit (1986) can attest, even experience is no guarantee for success in retail, nor does it offer exemption from crushing setbacks.

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