A Fashion Retailer’s Guide to Thriving in Turbulent Times

The book explores strategies open to fashion brands to achieve success and longevity in the vastly changed world of retail. The author draws on her wealth of experience to focus on doing the right things as opposed to the line manager's conventional approach of perfecting tactics in order to do things right . The insight and advice it contain will be useful not only to academics striving to update retail and brand management texts but also to managers facing the challenge of operating in an ever more challenging environment. The authors' purpose is to explore what added value a physical retail store can offer as part of today's fashion shopping journey. This means not only re-evaluating the essence of what the brand itself stands for but also how this is manifested in terms of the retail format proposition and experience. The way forward is no longer generic but optimized for each brand and involves many qualities including differentiation, stimulation, relevance and agility. The author examines various levels in the marketplace but concludes that the boundaries between these levels is increasingly blurred. A highly recommended read - Bill Webb, Associate Lecturer, London College of Fashion, UK; Member of The Ebeltoft Group of Global Retail & Branding Experts. The retail industry has evolved in tandem with human development, from ancient markets through modern brick and mortar stores and, more recently, the internet-based virtual space. The fashion retail sector, as well as the socio-cultural framework in which it operates, has faced unprecedented challenges in the past two decades, not least from globalization, so-called 'democratization' and sustainability considerations, necessitating thorough-going reform. The industry now stands as a critical juncture as it tries to balance competing demands for stability, adaptability, sustainability, tech-innovation and financial viability, not least in the wake of the coronavirus crisis. The authors' book on the fashion retail industry is particularly timely. The book adopts an 'unconformist angle' to approach the fashion retail industry, and this not only helps the reader build a valuable knowledge base on fashion retail, but also encourages the reader to reflect on a diverse range of contemporary issues the industry is currently encountering. It is an essential read for those who wish to study the field and establish a professional path in the retail fashion industry . - Dr. Kelly Meng. Goldsmiths, University of London, UK. As a long retail and fashion Veteran Daniela brought her cross over expertise into customer experience, merchandising mix and new retail concept. All together with her unique eye, result of her multi cultural European roots -Christelle Nouviaire - Domec. CEO Agent Double, Paris, France.