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Branding Strategy Insider: Facing the Discounter Dilemma
20 April 2008
Mark Ritson from Branding Strategy Insider explains where the UK's TK Maxx (TJ Maxx elsewhere) get their fragrance stock.
Each year it becomes harder for Emma to reach the aggressive sales targets that her US bosses set for her. In fact, she is struggling even to maintain the existing retail distribution and sales levels, let alone grow them.
So when the merchandising team from TK Maxx called her earlier this year, she was intrigued. The senior buyer came straight to the point. He knew she had excess perfume in stock and he wanted all of it, immediately.
Facing the Discounter Dilemma by Mark Ritson, Branding Strategy Insider. 20th April 2007 
Categories: Retail
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