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Consumer Research

A Lesson for Luxury Brands from a Failed Bath & Beauty Company

By | Branding, Consumer Research

luxury brands backgroundI was once VP Marketing for a retail chain in the bath and beauty category. We started in Seattle and grew to over 300 stores nationally, with comp sales increasing as much as 60% over the previous year.  We had a successful public offering and the sales growth continued. I truly thought I’d found the place to spend the rest of my career.

Then, it all hit the proverbial fan and today the company no longer exists. I believe what happened to that brand then, is a real lesson for all brands and marketers today.

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