Retailers need to identify a proprietary winning formula based upon their unique customer base. Ultimately, brands and retailers that grow together are compelling partnerships that produce the most profitable incomes.
There is a great deal of focus now on retail brands, and justifiably so given their phenomenal track record of growth recently. However, this data shows that while retail brands can be highly profitable, national brands are a critical piece of a winner retail formula.
Women are more willing to pay more for a product, they are more brand conscious, but less brand loyal. And who are you marketing a bang-bang, shoot-shoot movie to? If the woman is choosing the theater and where to sit and what to watch on TV, well, you need to think about that.
It's not so much that the brand as we know it is dead, but the way it's communicated has changed.
Companies have recognized these consumers are frustrated with how come this brand doesn't talk to me. How come they don't speak my language? Why are they only talking to the younger generation?