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Brand new world.
Bravo, Rose Marie: Brand new world.
Exciting times for consumers - and challenging ones for brands.
(2004).
Art der Arbeit:
In: The World in 2005, Seite 109
Zusammenfassung:
It will be a new world for brands, expects Rose Marie Bravo, chief executive of Burberry, as they compete ever more creatively to attract the customer´s attention.
Aus dem Inhalt:
"Sticking to your knitting" is not the order of the day as we see shoemakers moving into apparel, luggage-makers venturing into jewellery, menswear companies going into womenswear, athletic-wear companies moving into accessories, couturiers designing for mass outlets and pop stars becoming designers.
Brands will have to take more risks in product innovation and marketing methods to capture the customer´s attention.
A very steady hand msut be in place to steer the brand ship.
In the coming year, I see more brands linking with other brands and flirting with new concepts.
There will be a return to licensing, but in a new way - an unexpected coupling of names like Stella McCartney with Adidas, Bulgari with Marriott, Burberry with Dr. Scholl´s.
The challenge becomes how to embrace the spirit of risk-taking und experimentation with the financial responsibilities of a commercial enterprise.
At the same time, this constant quest for the unique and the new must be pursued while keeping a sharp eye on the heritage, history, integrity and credibility of a brand in an everchanging and often unexpected competitive landscape.
The Economist Newspaper Limited
London 2004
1 Seiten
ISBN: 0-86218-197-6
Preis: 4.95 engl. Pfund
weitere Informationen:
Das Gesamtheft "The World in 2005" umfasst 136 Seiten.
The Economist
25 St. James´s Steet, London SW1A 1 HG
eMail: worldineditor@economist.com
Internet: www.theworldin.com