A Fashion Retailer’s Guide to Thriving in Turbulent Times

By raising questions and providing scenarios for success, this book embraces fashion brand development in current turbulent retail environments. A brand must have an essence; it needs to respect a philosophy, abide by values and follow clear processes. A brand’s success and sustainability follow specific rules, nonetheless for fashion brands. But do fashion brand management rules apply in today’s turbulent times? Acknowledging and going beyond branding theory, this book challenges knowledge and practices that have been guiding fashion retail brands for many years. Co-written by an academic researcher and a retail consultant with 30 years of experience, this practical guide offers not a process that fashion brands must follow, but potential avenues for survival in today’s retail market and facing today’s customers. Professionals and students of fashion retailing and branding will appreciate the detailed case studies that illustrate revisited concepts and thought-provoking suggestionson how to make decisions for an uncertain future.

About this book Book idea Prologue How did we come across the idea of the book? Introduction Chapter title: The fashion retail industry. How is today is different from yesterday? An overview of the fashion retail industry and the major actors, forces or happenings that are shaping it up. No money? No biggies. You can rent it if you want it. The retail environment is changing and so do customers. Reviving lifeless retail. Self-proclaimed connoisseurs, entrepreneurs, retailers and next-door neighbors. Retail and consumption tensions. Are things always black and white? It was about time to do the math. What’s in it for fashion retail brands? Chapter 1 Chapter title: How can fashion brands stay true to themselves? Holistic fashion brand management. Why yesterday’s brands are no longer relevant in today’s retail environment? A new viewpoint on the (fashion) retail environment. A complex retail environment. Understanding a (fashion) brand in today’s complex retail environment. Today’s fashion retail brand is an active member of the fashion retail society. The significance of physical retail in a fashion retail environment. Staying true to one’s identity. Chapter 2 Chapter title: How will retail formats help fashion brands survive? Retail formats. The brand’s "porte-parole". Newborn brands. Understanding newborn brands. A newborn brands’ values. A newborn brand’s structure. A newborn brands’ distributions and sales. A newborn brands’ control. Developing brands. Understanding developing brands. Developing brand motto. Developing brand communications, distributions and sales. Developing brand communications, distributions and sales. Mature and established brands. Understanding a mature or established brand. Mature brand key variables. Mature brand distribution and sales. A mature and established brand’s motto. The significance of space in a fashion retail context. How will retail formats help fashion brands survive? Chapter 3 Chapter title: The fashion brand spectrum: scenarios for success. Different fashion brands. Different management scenarios. How can brands be active members of the fashion retail society? Fashion brand toolkits and scenarios. Personal fashion brands and young designer brands. New born fashion brands. Mature fashion brands. Keeping retail at the heart of fashion brands. Conclusion Chapter title: Finding clarity in the middle of the storm. Tired, confused, but hopeful. The yin and yang of fashion retail. Understanding "the now" and getting ready for tomorrow.

Ghalia Boustani is a researcher at Paris 1 Panthéon Sorbonne, France, and holds a doctorate from Ecole Supérieure des Affaires, Lebanon. Her main research interest is in ephemeral retailing; after completing her first study on pop-up stores in the Middle East, she has now focused her research on pop-up stores in Europe. Throughout her academic journey, Ghalia has also worked closely with professionals and entrepreneurs on several projects that added value to her research. Daniela Leonini brings 30 years of experience in interior design and fashion to her work as a senior retail consultant, advising start-ups and conglomerates alike on issues such as retail stores, team recruitment and training, and merchandising. Before opening her own consultancy, Daniela had management roles at the Paris-based store Merci and Sézane, the first French online brand. Beyond her strategy and marketing work, she also designs home décor objects, fabrics, furniture and lamps.