“Build your brand online; build your business offline,” or so the adage goes. Omnichannel retailers may well win the future. If so, healthy malls will remain a strategic ally, but times are a’changing.
As many modern retailers take the fight to incumbents who are slowly innovating towards their own versions of DTC-focused businesses, physical retail will supplement digital. But let’s be clear: as mall ownership groups come knocking for business, digitally-native brands can develop a useful point of leverage.
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