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In presenting entry/success formulas, almost all of the pundits on apparel and textile brands have focused on five business factors which they argue should drive consideration and success for those who are thinking of coming home: best for niche market brands; producing for mass customization categories; pursuing premium price positioning; embracing advanced technologies for operational efficiencies; and targeting millennials and socially conscious consumers.
What's missing from the line-up is the role that brands play and how deeply they anchor the five dynamics listed above.
By "brands" we mean something more profound and pervasive than a name or a logo. The brand, especially in the context of re-shoring, is an emotional connecting rod between companies and consumers.
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