Overview

Radical transformations are under way in retail. In a world facing a succession of major economic, social, and environmental crises, as well as protest movements and a constant technological revolution, our scope of analysis should be broadened to help brands and entrepreneurs develop their business and help students orient their research. Taking these changes into consideration with a close look at developments in China, the authors of this work offer tools for proper reflection, both for jobs in fashion and in other markets. This publication is not exhaustive, but it aims to highlight today's events in a dynamic, forward-looking way so that the reader can make informed decisions giving them the keys to prepare their sales development well and make it a real success, based on the following three subjects: * What is fundamental in merchandising and distribution. * What is shaking up all organizations today. * What we should be foreseeing in coming months. The world of retail is constantly changing between the basics that have been in place for years and the new things that are coming out regularly through the rise of new technologies. To be competitive and innovative, brands must learn to stand out and innovate in order to stand out from the crowd. Whether virtual or physical, the book explores existing good practices and opens up to those already implemented abroad. It is aimed at students or professionals in sales, marketing, communication, retailing, etc. Small or large companies seeking to maximise their sales and strengthen their brand image and their relationship with their customers.

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9782377811694

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Alexandre Baquet is an expert in merchandising and international commercial techniques. After 20 years in a large beauty group, with sales, marketing, financial and merchandising responsibilities at the global level, he created Abra Retail, his consulting agency in merchandising solutions and shares his expertise in companies or in specialized schools. Caroline Huang is a former student of La Fabrique and SupdePub, passionate about fashion / design and digital, has succeeded in combining these two universes in experiences in BtoB or BtoC retail as in the design of showrooms / shops, their e-commerce extensions and the marketing communication, while managing to express its dual French and Chinese culture.

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