Building Your Own Brand Platform

Making a Good Transition

As a result of manufacturers have legacy constructions and a core enterprise to guard, going for an “all or nothing” transition to a flagship platform is dangerous. Manufacturers are higher off easing right into a platform, beginning by providing complementary providers and merchandise which might be near its core enterprise and positioning, and including on layers steadily. For instance, when Douglas, Europe’s largest fragrance retailer, began its platform, it was already operating a flourishing on-line store. The corporate added 20 choose companions from adjoining classes similar to pure cosmetics and equipment. It steadily expanded the community by including one other 70 companions, fastidiously curating the platform to match its supposed positioning and high quality requirements, tripling its product assortment within the course of. This strategy allowed Douglas to construct up expertise and experience and preserve a constant and robust model positioning.

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