DO MULTI-BRAND STORES HAVE A FUTURE?__The difference between ‘being’ and ‘selling’

concepto multimarca

.Photo: Joel Jones (www.flickr.com)

ABSTRACT

Chains that sell their suppliers’ brands have suffered as a result of competition with chains that sell their own brands, and this has put them in a difficult position. However, the important factor is not what brands or how many of these are sold, but whether or not the store is capable of creating its own meaning, departing from the traditional role of a “multi-brand store” to become a chain brand, a “retail brand”. Continue reading “DO MULTI-BRAND STORES HAVE A FUTURE?__The difference between ‘being’ and ‘selling’”