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We know the economy is shrinking, unemployment is up and the future of retail will remain digital during this seemingly endless pandemic. On top of that, we’ve just started the holiday season, which accounts for 40 percent of brands’ annual revenue.
As a brand management expert, with experience working at L’Oréal and Nike, and as a founder of a boutique digital marketing agency, I know that consumer product brands have been planning their holiday strategy for months — photographing new value sets, fine-tuning promotions, honing hero product assortments and re-negotiating revenue targets. For them, the holiday season starts now and gradually ramps up to Cyber Week. By the time Black Friday comes around, brand marketers are already planning for their spring launches.
But this holiday season won’t be business as usual.
Let’s assume that