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.

To Read the Full Article
SUBSCRIBE NOW

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus