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FDRA Summit Executives Talk Data, Consumers and the Power of POV

Matt Priest, president and CEO of the Footwear Distributors and Retailers of America, opened the 2019 FDRA Executive Summit, held April 4 in Washington, D.C., with a tribute to Fila’s Jon Epstein, who died in February.
The remembrance was fitting, according to Priest, because Epstein knew how to transform his company — a theme for the event.
Several speakers addressed the importance of offering consumers something different, as well as making sure brands had a unique point of view.
Case in point: Diane Sullivan, CEO, president and chairman of Caleres Inc., said her company had a successful rebranding because it revisited its history and rediscovered its point of differentiation. Similarly, Columbia Sportswear president and CEO Tim Boyle emphasized how his brand had been rewarded for effectively conveying its unique qualities to consumers.
“Nobody needs another brand of footwear or apparel; there are plenty of companies, plenty of brands,” said Boyle. “But if we’re going to be in that business, we have to offer something different that is recognizable by consumers and by retailers.”
Communicating and connecting with the customer has always been a crucial part of retail strategy, but never as much as right now.
With more product choices and increasingly noncommittal millennial shoppers, many executives

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Via:: https://footwearnews.com/2019/business/power-players/fdra-summit-executives-retail-consumers-data-1202768156/