Are you truly a Retail Brand or just a Product Provider?

On the surface this may appear to be a question stimulated by the omnichannel evolution. In truth it has always been an important question however in previous times with a less demanding customer and a lower level of competition, being a retail brand was a less pressing consideration and the repercussions of not having a clear definition as a business less perilous to the bottom line. How times have changed!   What e-commerce has done is to create the need for every business selling and supplying physical products to be at the very least competitive in terms of being a…

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Great Yarns: The Untold Riches of a Humble Past

As part of VM-unleashed’s 10th anniversary year we take a look back at some retail milestones from the last decade and explain why each store’s message is as relevant for us today as it was then. The last decade has shown us that brands need to connect very strongly on an emotional level with their customers in order to survive and flourish. New brands arrive with a fanfare of future expectations, but equally valid and valuable are the stories behind the brand evolution and history. It almost seems that the more humble and authentic the struggles of distant decades are, the more…

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Passion is an absolute pre-requisite for commercial retail success

Successful retail businesses are driven by passionate people, with sales & profits the commercial outcome of a passion for product and lifestyle.   It would be unfair and inaccurate to say that retail businesses have been without passion as in fact some of the most famous and successful retailers ever, from the Limited Group to the Body Shop, have been built around passionate individuals. However too many other companies, founded in less demanding and competitive times, rely too much on simply selling the same stuff to the same people in a cold commercial way. “Ordinary retailers, selling ordinary products to…

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Untold Riches of a Humble Past: The Telling of Brand Stories

In a strange turn of events and in part reaction to the fabricated fantastic world around us there has become a clamor for brands with true heritage, roots, tradition and history. In many ways the greater the brand struggle, the deeper the hardship, the more humble the history then the more credible collateral a business has to take into the future firmament.   At the heart of this consumer desire is “trust.” Always an essential of any brand relationship, but now not just about “trust in performance,” the faith in the prestige and prowess of a product to propel the…

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