Tuesday, September 13, 2016
American Girl's Dangerous Liaison With Toy 'R' Us - Forbes
“What will be the American Girl experience in a ‘shop-in-shop’ that will never have the staffing of a flagship store?” asked Chris Peterson, president of Integrated Marketing Solutions. “There seems to be a high risk of denigrating the brand if the American Girl dolls are merchandised in traditional ways and sold as commodities off the shelf.”
“This falls under the ‘You know an iconic brand is dead when — ‘ category,” said Lee Peterson, EVP of brand, strategy and design at WD Partners. “It’s kind of amazing to me that the new American Girl execs don’t get the fact that the difficulty in terms of access actually increases brand cachet and therefore allows for higher margins and continued quality.”
Thank you Ticia for the link.