“The major change, the most profound change in retail is happening right now, today and it’s hard to see, and that is the consumer now is in complete control. They have access to everything and they will do it in their terms.” John Fleeming, Vice President and Chief Merchandising Officer at Walmart.
Brands have become publishers eager to find new information and new ways to deliver it to customers hopefully in “real time.” This is why bloggers are now in the front rows of all the major fashion shows. What is really new in this revolution is the shift from monologue to an open multilayered dialogue. The process of exchanging, sharing, connecting is a great new platform to deliver the sustainability message that the hand made world has as one of its main assets. Brands have then an extra role: creating exciting and relevant information.
Transparency is the name of the game and this is why companies are under permanent scrutiny by customers. Corporate social responsibility (CSR) stopped being a marketing tool to become a business initiative.
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