The Imperative for Change
In 2013, the retailer decided they wanted to reimagine their global apparel business. At the time, their business model existed in fragments, with standalone franchise stores in select markets and almost no online presence.
The retailer aimed to affirm its visibility in the global market as an affordable high-street fashion brand. On the backend, the retailer aimed to ramp up e-commerce and integrate apparel offers into broader in-store promotions.