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Losing brand control in the global rush

As premium and luxury brands partner with global marketplaces and retailers to take advantage of international sales, what are the implications for keeping brand messaging consistent? Is compromising on brand perception the new normal?

Here are some of the views shared around the table .

Premium and luxury brands are reluctant to appear on global marketplaces which do not aesthetically appear to be aligned to their brand. It was said that this is short sighted as the look, feel and experience of these marketplaces are crafted to the local market.

Brands with distributors should be aware that their products may appear on marketplaces indirectly – this can have a negative impact on brand image.

Brand story work should take place before international expansion. It was agreed that when brands understand the core aspects which make up their identity, they are better placed to feel confident in making compromises necessary to aid global growth when working with partners.

Legacy agreements with wholesalers in different regions is holding back the wider growth potential of some premium brands, as they are unable to push cross border e-commerce in certain regions. It is seen as risky to drop wholesale accounts in search of direct-to-market sales.

Cultural differences need to be handled carefully. Marketing strategies in one region might be controversial in another. The global nature of social media means the work of local teams can impact customer perception globally. Despite this risk, it was said that giving brand marketers in each region autonomy was better than centralised control.

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