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Agenda-setting intelligence, analysis and advice for the global fashion community.

How Brands Avoid the Brick-and-Mortar Trap

Some retailers are closing stores after opening too many in the wake of the pandemic. Those that are plowing ahead are taking a more deliberate approach — even if it means waiting years for a spot on the perfect block to open up.
Soho storefronts
The top 10 percent of US households account for nearly half of all consumer spending. Brands chasing these shoppers have little choice but to plant their flags where they live, work and socialise — a narrow and pricey set of zip codes. (Shutterstock)

Jimmy Fairly

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Further Reading

The Case for Opening a New Store Right Now

From solo entrepreneurs to global giants, plenty of brands are still betting big on physical retail, despite the ongoing pandemic. What's the argument for such an unexpected strategy?

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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