Autoren-Archive | Marcus Sewtz

Outlets and brand health

Did you know that in today’s competitive market an average fashion brand sells a good 40% of its assortment discounted? Do you know exactly what share of your merchandise is sold discounted? And are you in control of its development? If you want to be fully in control, here’s how: follow the example of leading […]

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Find of the month: How to manage shortage or how good can tea cookies be?

They tell in Hong Kong that these cookies are outstanding. Besides a great product it looks like this supplier knows to manage shortage. There is only one place in Hong Kong where these cookies can be bought. No matter what time and what weather there are always hundreds of people, often from mainland China, that are queuing […]

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Home is where the heart is – or: How to drive L4L by focusing on your customers

In times of annual strategy reviews and budgeting processes, (brand) retail executives ask themselves how to drive sales. Is the right thing to increase marketing spending to drive brand building and awareness or is it better to focus on frequency and conversion rate? In retail, home truly is where the heart is. Before you start […]

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Outlet Survival KPI

€10k/m² sales performance is benchmark for the majority of European brands. With this performance the majority of shopping centre manager would offer their best centre locations – if the centre is downtown! Due to the outlet shopping boom and limited space availability more often €10k/m² are just not good enough to let you stay in […]

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Let’s go sailing – Strategieprozess für Pragmatiker

Eine der ältesten Seglerweisheiten stammt vom römischen Philosophen Seneca: „Wer den Hafen nicht kennt, in den er segeln will, für den ist kein Wind der richtige.“ Aber Seneca hat diesen Satz nicht nur als Tipp für Schiffskapitäne formuliert. Sondern vor allem als Rat an all jene, die allein oder zusammen mit anderen etwas erreichen wollen. […]

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Retail KPI Thought – Window Footfall

Germany has 45 million affluent consumers between the ages of 20 and 49 years, a large target group to pull from the sofa to the store. A German high street window (Kemper Top 100) has an average footfall of 8.6 mn p.a: traffic that potentially sees your window. Would you know how many of your […]

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