Growing wholesale distribution via department stores has been the most valuable path to brand growth for many years. Is that changing with multi-brand retailers in crisis across Europe and the US? How do retail concessions hold up as alternative?
Selecting the most appropriate channel mix – using the optimal distribution model for any new market – is like finding your way in a multidimensional maze. It is one of the most complex and risky decisions top management has to make, as each market comes with its own set of conditions and requirements.
There is plenty of information available about characteristics of the different distribution channels. Therefore, in this post I would like to focus on how to select the best distribution model for your brand. A distribution model that allows you to expand into the targeted channels in a specific country in your market segment!