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Interview #3: Valerie Keast, Multi-Channel Merchandising Strategist, Formerly at Victoria Secret (13yrs) Maintaining a fine balance of understanding the customer locally, but projecting a consistent message for your Brand globally, is one of the most important things to address as you expand a business globally. As you expand a Brand into new countries it’s important to keep the image and core of the Brand true, yet understand the nuances of the your customer in each new market. Who are they? Why do they like this Brand? What is the cultural differences in each market and how might this impact the projection, voice and content of your Brand? All of this can be challenging for your resources, and can be as time consuming as launching a new company, however it’s an important step in setting your Brand up to be successful globally.