Even before the economy hit the skids, retailers were under increasing pressure to adapt to the fact that consumers are in the driver’s seat more than ever — and demanding more than ever. With the growth of TV shopping, mail-order, e-commerce and now mobile technologies, no longer can stores simply offer their wares Monday to Sunday, 9 to 9. But with the challenge comes opportunity to almost infinitely expand and market a brand. Companies from macys.com to David Yurman, Vivre to Martha Stewart Living Omnimedia Inc. discussed some of them at a one-day WWD Branding Forum, “Mastering the Multichannel World,” held in New York. Here, highlights of the day.

GROWING MACY’S IN THE ONLINE WORLD

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