Just as all politics is local, all global brands are local. That is, they are if they want to succeed in this increasingly complicated and rapidly changing world, said Michael McBreen, senior vice president of Collective Brands.
McBreen said global brands can’t lose sight of customers in different markets. “Articulating each of our brands and being locally relevant while maintaining that global identity requires finesse,” he said. “You have to understand time lines and market needs. When are the significant holidays in each individual marketplace and how do we align our merchandise to be there at the right time? We need to link that authentic consumer experience to a global brand with local resonance.”
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"