QUESTION TIME


Dr Tim Denison BSC MSC PHD MCIM


Until now offering a selection of tried and trusted brands is something that has been a successful formula for most department stores. Turning their backs on what they know and what they are known for – by moving to own brand - is not an obvious path for them to follow especially with these challenging trading conditions. Admittedly own brands first hit


the supermarket shelves during a recession. Then, the driving force


was falling consumer demand and excess production capacity. Food manufacturers were all too happy to produce own label goods for the supermarkets to


pursue an own label strategy would be expensive, time consuming and would risk alienating customers. In my view a better approach


“For them to pursue an own label strategy would be expensive, time consuming and would risk alienating customers.” Tim Denison


avoid downscaling production runs and rising unit costs. These conditions do not mirror those that confront department stores in today’s downturn. For them to


is to strike forth with what they have and make the offer stronger and more relevant. There’s plenty of scope to do this through concessions; both


Our industry THE EXPERTS...


experts provide a compelling


insight into the topical issues of the day


GRAHAM HOYLE PARTNER, RETAIL PERFORMANCE IMPROVEMENT


Graham Hoyle is a senior retail operator who’s worked with such names as WHSmith, Beaverbrooks and House of Fraser. He now serves as one quarter of Retail


Performance Improvement, advising retailers on topics ranging from product development and buying to retail operations and sales promotion.


DR TIM DENISON BSC MSC PHD MCIM


Tim is Director of Synovate, the UK’s market leader in performance improvement systems for retailers. Trained formally as a social scientist and a marketer,


Tim has worked for Synovate for 11 years. Previously he managed the Centre for Advanced Research in Marketing at Cranfield School of Management.


Selfridges and John Lewis demonstrate this day in day out, working closely with the partners they have, refining and developing the offering that their customers value. Differentiation is just as easy through concessions as own brands, by reviewing and refreshing the portfolio of concessions and by building exclusive ranges with them to deliver a tailored selection of the fresh and the fashionable. Working hand in glove with concession partners strikes me as a far more potent play. n


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