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Lee Peterson

EVP Brand, Strategy & Design
WD Partners

I swear, Amazon has the best PR firm in the world. Every week they're coming out with something to keep themselves in the press and top-of-mind. Drones, Dash, Home Service, packages in the trunk of your car (!) and now this.

OK, who can predict what the Amazon PR piece...

This is the beginning of the American Eagle-ization of A&F to me. What will the difference be between the two brands, or even the Gap for that matter, when you take all of the uniqueness out of A&F? It's a whitewashing of one of the most interesting brands ever...

Two retail initiatives here are now becoming clear: 1. You have to have strong private label goods—Amazon can't do that—and 2. if you have stores, you HAVE to make them more interesting. You need to have customers that will want to go to your stores versus having to go...

Whoever said that Whole Foods is doomed to fail is stuck in the '80s. Check with the list of successful efforts at localized management: Urban Brands, Whole Foods, Kate Spade, LuLu Lemon, Warby Parker, on and on. That's what modern retail is going to HAVE to be like going...

It's just easier to do online, but personalization needs to happen a lot more at bricks too—like Converse is doing now. Even if they don't sell thousands of personalized Chuck's out of their Santa Monica store, they're at least making the statement that you can, which in many cases,...

I mean, it still comes down to product, no matter how clever you are, but I like the campaign. It's a double entendre that really works IMO. A little naughty and a little push to the competition; smart, funny and should work with their clientele as in, "yeah, take...

Phasing trad cash wraps out will not be very easy. Customers have a bad taste in their mouths from poor experiences with self or on locale checkout, at least from mass retailers. The key, IMO, will be to phase in mobile checkout the way the airlines phased in their...

This IS the store of the future, there's no doubt. The tweak is buy online pick up in-store and also to make the store much more interactive. Otherwise, they just had bad timing (3 decades too early). Stores will become Social Playgrounds, and I don't mean Social Media. Physical...

When I worked for The Limited back in the day, we used to have periodic "squeezes" like this too. The idea is that every so often, you have to break the comfort level between merchants and vendors. That relationship needs to be a business relationship vs a buddy-buddy scenario...

The Amazon PR machine keeps rolling on....

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