If there is one issue that riles me the most in this industry it is that of brand protection.
If there is one issue that riles me the most in this industry it is that of brand protection. This is supposedly meant to extend a brand’s shelf life and reaffirm its status by having it sit within corresponding brands and shopfit.
What a load of tosh! You can pull examples from all around the globe from the perfumery industry to the confectionery industry to see how you can sell to more than one outlet within a town and still be incredibly successful. The Perfume Shop opposite Selfridges sells the same brands as Selfridges all day long and no one feels the pain there.
I recently enquired about a brand that was once represented in another store in my town but was dropped by it. The brand told me that although my store ticked all their boxes (brand adjacency and shopfit etc) they were waiting for four seasons to pass to give the buyer of that store a chance to change his mind, which means two years of no representation of that brand in my town. And even after that time I bet he will still walk away.
It’s time for brands to man up and make their own decisions about where they want to see themselves stocked. It doesn’t matter if there are two stores within one town doing the brand justice, because they will both do good business.
Kashif Qazi, Owner of young fashion indie, Utter Nutter in Romford, Essex