The Future – Why?
WHAT’S THE STORY
NEW CONSUMPTION, NEW CONCEPTS? We are growing into a world that demands new rules. This is a huge brand-side challenge, especially as today’s consumers buy differently – both online and offline. What’s at the top of the “to-do” list on the corporate side? How does a brand or company adjust to the fact that consumption has changed completely? Industry professionals provide answers. Text: Janaina Engelmann-Brothánek, Isabel Faiss, Kay Alexander Plonka, Nicoletta Schaper. Illustrations: Claudia Meitert@Caroline Seidler
DISTINCTION DESPITE OVERSUPPLY
Valentin von Arnim, Managing Director of Iris von Arnim “The theory is correct, even for our market. However, we are driven by a different resulting development. At a time when consumption is often all about the experience, the product is pushed into the background. We create fans through trust and enthusiasm. We achieve this through honesty and an outstanding product. This, combined with real personality in service – that is to say: really taking care of the customer – is what distinguishes us despite the huge oversupply of goods.”
TIME-TO-MARKET MENTALITY
Marco Marchi, President of Liu Jo “There is no denying that climate change and digitisation have revolutionised shopping habits. Customers now interact with the brand in a faster and more straightforward manner than in the past. In this scenario, Liu Jo strives to provide consumers with superior quality and unique shopping experiences. I also believe that we need to adjust our industrial production system to a time-to-market mentality that places an updated, responsive business model at its centre.”
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