JOURNAL OF BRAND STRATEGY VOL. 1, NO. 3, 264–274 AUTUMN 2012 JBS041.qxd 11/5/12 6:48 PM Page 265 BRINGING A This is not the case with Scott Kay.The company relies on a business-to-businessto-consumer model. Scott Kay sells to independent and national chains for fashion as well as bridal. All aspects of this product introduction, point-of-sale material, in-case displays, training and local advertising had to be finalised and were – at rapid speed. One important note, the product could not sit…
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