The Business of Fashion
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Agenda-setting intelligence, analysis and advice for the global fashion community.
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Retail’s Darwinian shakeout over the last year has consolidated market power in the hands of dominant e-commerce players. But a brand, even if small, can still be mighty. The key is focus and finding a relevant niche, Doug Stephens said at VOICES 2020, previewing his new book, Resurrecting Retail, out on April 13.”
In the post-pandemic retail era, purpose will be the new positioning,” Stephens said. “What will be your brand’s reason for existing?” he asked.Stephens outlines 10 reasons why retail should exist in 2021 and beyond, from product education to activism.
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