January 23, 2021

Strategies That Win: How These Brands Are Understanding the New Consumer

Trying to understand the consumer has never been more challenging — as technology, global costs, business infrastructure and ever-changing shopping patterns have shifted, some heritage brands, e-commerce power players and rising start-ups are successfully navigating the unpredictable waves in tandem.
During the FN Platform panel today in Las Vegas on embracing new consumers, representatives from Axel Arigato, Zappos.com, Keds, United Nude International and BBC International LLC waxed on strategies that are giving them the edge — and newfound knowledge along the way — as they thrive amid a volatile market.
FN Platform panel on understanding consumer behavior.
“When you look at the customer, they want better value; it’s about being more efficient,” said Seth Campbell, senior vice president of business development, BBC International LLC. “It’s about being more efficient operationally — how you sell, how you design.”
To standout in a market of heritage brands, Keds refined its message to one consumer. “We’ve taken our 100-year-old brand and focused on women, which we believe gives us a greater point of difference,” Gillian Meek, president, explained. “One of the greatest ways in meeting her and finding her is in the social media space. Our consumer is a young woman building her sense of style. You

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