Brand Positioning

Don’t Trust Your KPI Expectations!

Explore how to keep management and organization committed if your KPIs for international expansion don’t meet the expectations.

This post shows how KPIs in new markets can differ enormously from your home market. When starting international expansion, reporting often needs to be reviewed to make sure that you get the full picture and give a new market its fair chance. This is part 6 of my series on international expansion, catch up with my previous pieces here.

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Research For Brand Store Growth? Retail Expansion Software May Help!

Looking for retail expansion that really works? Smart software may be one tool out of many to find the perfect store location for your brand.

Reading the press, there isn’t a day without various brands and retailers unveiling and opening new stores in diverse locations all over the world.

According to the 7th edition of CBRE’s annual report “How active are retailers globally?”, retail expansion is continuing by brands to expand their physical store networks, despite several challenges. (more…)

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

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…)

How to Drive International Expansion Without Escalating Complexity

Customise or standardise? This is the question! Maybe THE most important one whenever a brand starts its international expansion!

Depending on who you ask, you will get 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 – well the answer will be quite the opposite!

They will come up with a long list of issues that need to be addressed before you can successfully launch into an international expansion and you know what? They are all RIGHT!

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Abercrombie – the Beach Models are Gone, It’s All Down to the Business Model

If you are a great brand and plan to grow in international retail, make sure you have a competitive brand business model. It takes more than six packs to be successful.

As the beach boy six packs are no longer in action, what is the brand’s competitive edge? Can you remember any new store opening hype lately for Abercrombie? In 2011, at the height of Abercrombie & Fitch’s international expansion, we looked for the first time at the brand’s P&L and its retail KPIs (see retail intrapreneur). In 2011 alone, US$230m in capital expenditure was spent on expansion in Asia and Europe. The US management was counting on the success of the brand’s international expansion. We questioned whether the business model was ready for European growth.

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