Distribution

Ecom Real Talk: A Deep Dive on Marketplaces for Fashion

Selling on marketplaces is no longer an ‘if’ question, but has become about ‘when and how’. A deep dive into the structure of online marketplaces for fashion.

“We don’t want to sell online because we want to protect our brick & mortar stores.”

That’s a sentence I’ve heard over and over since I started working in the online sales business nine years ago. By now, however, I rarely hear it anymore in the fashion industry. But switch industry, and we’re back where fashion was when it began to embrace change a few years ago. (more…)

How to Drive International Expansion Without Escalating Complexity

Customise or standardise? That’s perhaps the most important question a brand at the beginning of its international expansion has to answer.

Depending on who you ask, you will get very different answers. If you ask your brand and marketing management, they will vote for as much standardisation as possible. If you ask your sales force, the answer will be quite the opposite.

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Partner Retail Transparency

Everything you should know about your potential partner retailer’s business and how to get the information you need.

There are many reasons why it makes sense to conquer a market through reliable retail partners. Besides the shared risk, lower investment and faster growth, you may want to benefit from your partner retailer’s deeper understanding of the market – the local players, dynamics (e.g. real estate and channel development) and consumer behaviours – before opening your own retail stores. (more…)

How to Benefit from Bestseller Management Immediately

Bestseller Management is one of the most important processes to improve sell-through and mark-down in the consumer goods industry. What KPI helps identify bestsellers and make smart decisions about them?

Some companies like Zara, Kennel & Schmenger or s.Oliver excel at managing bestsellers. While Zara works with sophisticated analytics to alter bestselling styles by fabric, color or detailing, s.Oliver masters  bestseller management to a degree that endangers its potential to innovate.

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Update Your Brand Management Reading List

As the summer holiday season kicks in, we’re here to help you get your brand management reading list for all those long flights up to date.

Choose from our curated reader favourites from this past quarter for topics as diverse as the latest trends in edited retail, high and low tech fashion size finders, an update on fashion retail in India, creating memorable store experinces or Adidas’ Global Cities strategy. We’re sure there’s something for everyone. (more…)

Adidas Best Practice Brand Distribution Strategy

Aiming for the world’s most affluent consumers in highly competitive environments: Adidas’ ‘Top City Strategy 2020’ is at halfway, what is best practice and what can you learn for your business?

It’s widely known that consumer markets and brand distribution channels have fundamentally changed over the past 25 years in more ways than anticipated. Fact is, the internet as a brand distribution channel grew from 0 to commonly 8-15% of sales. But far more relevant from a commercial and strategic perspective is that many formerly emerging countries, especially China and countries in the Middle East and Central Europe, grew to 30-40%  of total sales and profits in lifestyle brand distribution.

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Size Matters! 4 High and Low Tech Solutions for Fashion Size Finding

Fashion size finding remains a challenge for retailers and consumers. Choose the right fit for you from our shortlist of size finding technologies.

Finding the right size is of course crucial when shopping for fashion. It is therefore no big surprise that failing to find the correct size or fit is the reason that consumers mention most frequently for aborting a shopping experience, both online and in brick and mortar stores.

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E-Commerce Platforms: Challenges & Opportunities for Brands

Large platforms like Amazon, Zalando or Asos increasingly dominate digital distribution. Should brands be worried?

In their report The state of fashion, published in late 2017, McKinsey point out that online shopping is increasingly dominated by large platforms like Amazon, Zalando or Asos. After reading this report, I’m surprised to not hear more reactions from the fashion industry – particularly from brands, as the report concludes that working with these platforms has become a ‘necessity’ for them.

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Marketplaces Are Now the Biggest Digital Distribution Channel for Brands

Digital distribution via marketplaces is big business. The choice of marketplaces is large. Selecting the right ones and operational execution are key.

Germany’s Bundesverband Onlinehandel (BVOH) teamed up with the agency p.digital to conduct a study about the state of the e-commerce marketplace industry. The study ‘Marketplaces Across the World’ charts 335 marketplaces in Europe alone and lists over 740 globally.

These findings alone make obvious that e-commerce marketplaces in Europe and globally have become an important channel of distribution. But there is more:

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