In the midst of a dynamic retail landscape, it’s important to continually evolve your retail brand. “It’s constant reinvention, not just once, it’s constant”, as J.Crew’s Mickey Drexler (pictured) told last year’s attendees of Westfield World Retail Study Tour in New York. Part of the process of brand evolution is looking at your customer base. In my experience, it comes down to two critical questions: 1) who is the loyal customer that you must keep? and 2) who is the customer that
