Don’t jump into retailing if you don’t look different

[Regarding product brands making the leap to becoming retailers – see Vox Pop, right]: ‘Don’t do it! Unless your product reacts to trends immediately, you have an operations team that knows fashion retail inside out and your visual language makes you truly different from every other brand competing for the young fashion sector. Then remember the gulf between creating a one-off flagship and a serious multi-store presence is immense.’

Mark Brown

Creative director

Softmoss

London WC1

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