Multichannel growth is the brand growth strategy of the century. We are creating a scenario where wholesale will experience a revival in 2020.
Multichannel growth has been the daily business of brands since the 1990s. In fact, multichannel competence was the key success factor for many best-practice growing lifestyle brands. But the term ‘multichannel’ became common when internet distribution entered the scene. Though 10 years before, many brands distributed via multichannel already; in wholesale, shop-in-shop, franchise stores, catalogues (all wholesale distribution), concession, own full-price stores or factory outlets (retail distribution). (more…)