This is the second posting of a three-part series on our Questions to Ponder. Review part 1 for more information.
What is the role of independent retailers in my overall brand strategy?
As we watch the retail consolidation with major players such Circuit City and Mervyn’s closing their doors, one has to wonder if the role of independent retailers will shift. Will independent retailers make a comeback? Many large retailers have become brands in and of themselves resulting in less brand control at retail for vendors. Think of Target, Macy’s and Best Buy. For vendors managing their brand strategy, independent retailers may take on a more important role in their distribution as they often allow brands more control in-store.
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