By  on October 1, 2008

Andrew Grossman has a plan for launching a brand in a down market.

As witnessed with Asara, which Grossman introduced under China-based High Fashion Group, the formula is this: First let the product prove itself in a soft launch at specialty doors without marketing support. Then enter the secondary doors of department stores and invest in marketing to support the retail partners. After the product proves itself in those less desirable doors, move into the top department store doors — all within a two- to three-year time frame.

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