Branding & Retail - Branding Strategy Insider

Retailers have huge advantages when it comes to branding. We explore those advantages and opportunities here.
How Brand Communities Power Competitive Advantage

Unless you happen to be a Goth, love punk music, or are into cult-movie merchandise, you probably haven’t heard of the US mall-based retail chain Hot Topic. The stores are aimed at teens and young adults who see themselves as “counterculture,” selling them everything from licensed band T-shirts and skinny jeans to Funko Pop vinyl action figures and other fringe collectibles. Whatever the counterculture kids are into these days, Hot Topic is where they go...

4 Strategies For Building Brands With Scarcity

Lists of bestselling items, from books to cosmetics to music, have a strong influence on us because they signal popularity. When in doubt about what to buy, you will more than likely be drawn to the item that is mentioned to be a bestseller. This distinction helps us slip into the mindless decision-making mode because while bestsellers aren’t always scarce, they do communicate high demand and high sales and prove an effective strategy.

Motivating Buyers With Reversible Offers

Returns are a big issue for retailers. Consumers return more than a quarter of a trillion dollars in merchandise annually, and less than half of those goods can be resold at full price. In addition to creating problems for inventory management, retailers have to figure out how to restock the sellable goods and triage damaged ones to a string of liquidators and wholesalers.

Strategy For A New Era In Retail

How did Amazon become the retailer of choice for a large portion of the US population? How did Walmart beat out other grocers in the late 1990s to become the leader in food retailing? How did Warby Parker make a dent in the once-untouchable Luxottica’s lucrative eyewear business? How did Sephora draw customers away from once-dominant department stores to become the go-to retailer for beauty products?

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