Faced with more demanding customers, fierce digital competition and shrinking margins, fashion retailers have no choice but to renew themselves. Broadening their product range is a promising way of regaining their appeal and profitability. But it has to be done consistently and methodically. With this in mind, the masterclass led by Philippe Maurel, editor-in-chief of Boutique2Mode, intends to guide retailers in their strategic thinking.
The aim of this masterclass is to identify the complementary products or services that need to be integrated, to gain a better understanding of customer expectations, and to structure diversification in stages.