Page 66 - Export Magazine

REPOR T

not care about channel silos like DTC or retail – they think more maybe considering locations like boutique apothecaries or
about convenience and accessibility. A retail footprint (like other smaller retail channels to also support convenience,
department stores) will help support an omnichannel strategy accessibility and a brand’s unique goals.”
for brands. Brands need to consider the customer journey in For Barry, a combination of both DTC and wholesale is a
an omnichannel and holistic way by seeing it across multiple winning strategy. “DTC channel has been increasingly
different touch points - a customer may fall in love with your important, but I still believe in the magic of retail and having
product via your website, then walk through a mall, and wanting a strong base of retail partnerships to drive sales and brand
their specialty store loyalty points, buy it there, or they may be awareness. Digital-native brands leverage online data to
shopping for a different item in a department store, and then pick the best locations for their physical retail— using what
purchase your brand out of sheer convenience. Opening in they’ve learned about their consumers online to cater to
retail is not always the cannibalization of DTC. People do not those in-person.”
shop direct all the time. Depending on the goals of the brand, Indeed, while DTC can help a brand track analytics, get
retailers can help a brand scale and reach a broader consumer raw data on its consumers, and be more cost-effective,
base. This comes back to convenience and accessibility that specialty beauty retailers have an established beauty-
was mentioned earlier.” forward community that is keeping their finger on the pulse
Barry’s general advice in regards to choosing the right retail of the latest launches and beauty trends: “Having access to
partner is on point: “The right partner will help you scale, your customer is more important than ever, but the right
grow awareness, build your consumer base, and support specialty retailers can be strong partners when it comes to
omnichannel growth. The customer experience is paramount brand building and creating sustainable brand awareness
- it can be scary not to control that in its entirety. Your retail that drives sales,” Barry notes.
partners need to understand what your brand stands for and No matter what road a brand chooses, Catherine Cochaud,
have a store experience that will resonate with your core Business Development Director of CC8 International
consumers. For example, a service-driven brand should reminds us: “Before starting any negotiation with a
partner with a service-driven retailer / spa so that they can retailer, a personalized business plan, where a brand can
also bring your brand experience to life. It’s important to see their potential sales and investments levels required
add that not every retailer needs to be a massive, end-all for the next 2 to 3 years, is a must in order to succeed in
big time partnership. There is an art to growing strategically, the markets.”

Launching in the Us is a challenging endeavor.

Besides having a unique product, a substantial budget and a solid

pr campaign, a brand needs to have the right commercial partners,

strategies for distribution and replenishment, and regulatory

compliance protocols if its to achieve success!

For more information on how IL Brand Consultancy can help you successfully expand your brand
into different markets, please contact us on info@ilbc.co.uk or visit our website at www.ilbc.co.uk.