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EDITORIAL The strategies that brands from Sephora to Mango are using to reach customers directly

Brands are adapting to changing customer behaviour. Image: Fotolia

Brands are adapting to changing customer behaviour. Image: Fotolia

In today’s InternetRetailing newsletter we’re reporting on brands from Mango and Sephora to Adidas and Under Armour as they focus on selling directly to customers in the UK and elsewhere. Sephora and Under Armour are both taking a store-based approach in which the value of personal advice from highly-qualified staff is emphasised. This is another way in which the brands are reaching existing and potential customers directly, and for Under Armour it comes in response to customer demand and growing sales in the region. 

Mango has reported record results for 2022. It has shrugged off the effect of the Russian invasion of Ukraine, thanks to a sharp recovery in store sales amid a return to “social normality” and continued ecommerce momentum. It has reported record results for 2022. The fashion brand says that its multichannel model is working well for it as it looks to reach customers in more than 100 markets.

But Adidas has been affected harder by conflict in Europe and in its current year looks set to be hit once more following the ending of its Yeezy partnership. The sportswear brand says it will make 2023 a transition year as it moves back towards growth. Core to that, it says, is a model that enables it to serve its customers both directly and through wholesale.

Hammerson has an update on how shoppers are buying from its shopping centres in its full-year figures. It says footfall is still down on 2019 levels, but that shoppers are visiting with purpose and spending more when they do so. Indeed, the property developer says buying in-store helps shoppers avoid the “increasingly expensive” costs of buying online. 

Today we also have an interview with Chris Gove of UK menswear brand Percival on its outlook in the wake of Brexit and Covid-19 – and thanks to a number of celebrity customers.

We feature RXUK Top500 research into the Product Value Chain in today’s newsletter – looking at how retailers and brands are adding value through their product range.

In today’s guest comment, Patrik Wilkens of TheSoul Publishing investigates the challenges of working with virtual influencers.

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