“A brand doesn’t need to be in every channel. A brand just needs to do some really great work in one or two channels,” says director of marketing at Pandora, Stephanie Legg. It's a bold statement for marketers obsessed with reaching as many consumers as possible.
She points to brands like Adanola and Tala as evidence. The athleisure brands have seen extraordinary growth over the past five years by resisting the urge to be everywhere. Instead, they focus on a handful of channels and execute them exceptionally well.
For Stephanie, a retail and fashion marketer with more than 20 years’ experience in high-growth brands, it all comes back to positioning. What do you stand for? What price is your product? What are you showing up for? What are you here to do?
