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Brand Direction
There’s no doubt that the status quo is being challenged as more business moves online and into the new digital sphere. Digital selling is going to grow, but fashion is a very human business based on relationships and tactility. |
| Even the kings of e-tailing will agree that a bricks-and-mortar presence is vital to brand building and a vital touchpoint between consumer and product. What is changing is the retail role in corporate strategy as it evolves from a point of product transaction to a place of engagement and a marketing opportunity. |
| It’s no longer one versus the other; digital goes hand in hand with physical, with the attributes of a bricks-and-mortar store, such as personal contact, service, entertainment and developing loyalty, more important than ever. |
Consumers will return, however, their expectations will be high and only those stores that provide the best reason to visit will do well. Stepping forward, we at Byford have been looking at ways to action and deliver ideas to grow our brand for the next generation.
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