A Fashion Retailer’s Guide to Thriving in Turbulent Times

By raising questions and providing scenarios for success, this book embraces fashion brand development in current turbulent retail environments. A brand must have an essence; it needs to respect a philosophy, abide by values and follow clear processes. A brand’s success and sustainability follow specific rules, nonetheless for fashion brands. But do fashion brand management rules apply in today’s turbulent times? Acknowledging and going beyond branding theory, this book challenges knowledge and practices that have been guiding fashion retail brands for many years. Co-written by an academic researcher and a retail consultant with 30 years of experience, this practical guide offers not a process that fashion brands must follow, but potential avenues for survival in today’s retail market and facing today’s customers. Professionals and students of fashion retailing and branding will appreciate the detailed case studies that illustrate revisited concepts and thought-provoking suggestions on how to make decisions for an uncertain future.

Ghalia Boustani is a researcher at Paris 1 Panthéon Sorbonne, France, and holds a doctorate from Ecole Supérieure des Affaires, Lebanon. Her main research interest is in ephemeral retailing; completing her first study on pop-up stores in the Middle East, she has now focused her research on pop-up stores in Europe. Throughout her academic journey, Ghalia has also worked closely with professionals and entrepreneurs on several projects that added value to her research.

Daniela Leonini brings 30 years of experience in interior design and fashion to her work as a senior retail consultant, advising start-ups and conglomerates alike on issues such as retail stories, team recruitment and training, and merchandising. Before opening her own consultancy, Daniela had management roles at the Paris-based store Merci and Sezane, the first French online brand. Beyond her strategy and marketing work, she also designs home décor objects, fabrics, furniture, and lamps.