By  on April 4, 2012

Understanding, responding to and leading change is central to any business in today’s technology-driven world. “All of us have heard ‘evolve or die.’ Just when you think you’ve mastered the latest gadget or new technology, something new comes out in the marketplace — and you have to reteach and relearn,” said Karen Murray, president of VF Corp.’s sportswear coalition, during a presentation titled “Branding: Then and Now.”

Nautica, the key brand in Murray’s portfolio, has evolved its marketing and design initiatives in response to the fast-changing retail environment and technological innovations. As e-commerce and social media grow more important, the previous emphasis on product, promotion and price has shifted to a focus on commerce, content, connection, community and conversation, said Murray.

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