A friend of mine works for a company that has a franchise outlet in one of the largest and most prestigious department stores in London.
This franchise, which sells classic British clothes and outerwear, went from being one of the least successful in the store to the most successful and most profitable over the course of about five years. It left the more trendy, and in many cases more expensive, labels languishing in its wake. When I asked my friend what the secret to his label’s success was, he said there were three parts to it:
