When the customer who arrives is not the one you expected.
Positioning is not declared: it is built by accumulated decisions. How to read the distance between the customer you want and the one who turns up.
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We read brands through their decisions and their consequences.
Each reflection takes a case from the sector, locates the incoherence and shows where the cause really lay. No names, with evidence.
The channel where you sell has already set your price.
Customers place you in the price range of the setting where they find you. The cost of that decision does not show up this month.
Your collection is not growing: it is piling up.
How to tell a range that expands with structure from one that adds styles through commercial reaction. A real case: from 55 to 211 styles, with 9.8 points more margin.
Ask three people on your team what your brand is.
If you get three different answers, you do not have an internal communication problem. You have an identity that has stopped operating.
Project before you produce.
Where AI comes into a brand process and where it must never come in. A real case: an avoided cost we estimate at more than €500,000.
Margin is not fixed in the margin.
When a brand loses margin, the first thing it touches is price. That is almost never where the problem is. A real case: the cost of the star product cut by 32% without moving the retail price.