Esprit new distribution tactics |
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| Tuesday, 30 June 2009 | |
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In order to meet the company’s new branding standards, Esprit is introduced a selective partnership
across Europe. With the changes the company is looking to strengthen and reinforce its status as a discerning, exclusive lifestyle brand. Selling exclusively through authorised dealers will provide a number of long-term benefits to distribution partners and the brand alike.
The selective distribution model introduces standardised criteria for each distribution format such as partnership stores, shop in stores or multi-label stores for the selection of trade partners and Esprit’s product presence and branding. Where necessary, due to specific market characteristics, these criteria will be adapted to the respective European country. This new legal framework for securing and optimising the high-quality presentation of the Esprit brand and its products will also be used for online sales. All Esprit partners who only partially meet the required criteria at present will have enough time to undertake any conversion measures necessary for fulfilling the selective partnership criteria. |
