HELLO #89
In this, the age of the influencer, *shudders*, a brand’s message is now entrusted upon the distribution network/channels of these self-made pariahs. But is there anyone more influential than the independent retailer? They are the key opinion leaders and have authentic, real tribes of consumers who rely on their expertise and wisdom. When they talk, their customers listen - they don’t just simply click ‘like’. Yes, internet shopping is here to stay and those who haven’t adapted have (sadly) fallen by the wayside, but a physical presence is more valuable than ever. In this issue’s Big Wig interview (p36) we speak with Burton’s VP of Sales & Marketing, Franck Waterlot where he underlines the importance of customer ‘touch points’, with the opening of the brand’s new Hub concept. Facebook marketing can only do so much and brands are now more than ever looking for ways to see, touch and engage with the consumer. It’s inevitable, the writing has been on the wall for years; brands
