From the article True Partnerships = Success
Undeniably, the overall business landscape has changed. Take all the ingredients of the recession and mix it with a consumer that has been introduced to “mad” technology and incentive driving shopping, and you get a picture of what doing business in the 21st century is going to look like. Based on ‘09, an emphasis on brand- and user-generated content, social media, digital marketing, and e-commerce to communicate with a consumer who expects quality for value are at the top of the list. Despite all of the change, the good news is that consumers are brand loyal and continue to buy premium brands and products. So, delivering compelling product and using these new tools wisely will drive sales of authentic action sports brands … I have a firm belief that out of recession, new opportunities are born — from the emergence of new brands to the creation of new partnerships. I am confident that a number of new brands will find traction and capture market share. This of course, will be at the expense of others and a degree of “branded consolidation” will continue through 2010. In addition, my mantra all year is that true partnerships between wholesalers and retailers are the reigning formula for success.
