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the other is definitive; and being there
in one way or the other is, too. For all
of the above reasons, it is important to
choose a point of sale that is coherent
with the style of the collection and
where the garments will be able to
make an impact. Over time, coherence
generates solid brand identity; thus, it
should be reflected in each and every
collection, in the designs, in commu-
nication, and also in distribution. It is
what gives the collection credibility
in the eyes of the market and, conse-
quently, creates customer loyalty.
There are various types of stores,
differentiating themselves from each
other according to the nature and
variety of the products they sell, size,
and/or the kind of public they are
aiming at. Below, we take a look at
each one individually.
THE MULTI-BRAND STORE
This is the traditional store that works
more or less with brands according to
their specialization. Normally, it cov-
ers only one sector (men’s, women’s,
children’s) and one type of product, for
example, garments, undergarments,
swimsuits, complements, etc.
Due to the emergence of large depart-
ment stores and the success, for
years now, of mass distribution and
low-cost fashion chains, these stores
have had to revise their thinking in
order to stay afloat.
SALES AND DISTRIBUTION
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© Nikita Ne4L Joukovsky. Traffic boutique
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