If you’ve seen the headlines lately, you know that this is the worst of times for retailers. Chains from Walgreens to Walmart are downsizing, while others, like Sports Authority and Loehmann’s, are shuttering.
Yet, to paraphrase Charles Dickens, these are also the best of times for retailers — if they know where to look.
If you’re looking to license your brand — if you want to develop genuine partnerships with the world’s leading retailers — then you need to think like a retailer. You need to understand the factors that matter most to their business, and then plan your pitch accordingly.
Few brands have pulled off this balancing act better than Ford. When the company’s beloved Mustang turned 50, Ford teamed up with five of America’s top retailers to create new channels for distribution, and thus new customers. Let’s study how they did it.