Unsold inventory, its presence on the market and the risk of brand equity dilution is a growing risk in fashion & luxury business.
Burberry recently run into a reputational scandal, when articles revealed its policies in destroying vast amounts of unsold products to protect the brand.
Online outlets, off-price websites and grey market e-tailers represent a threat to the digital value perception of the brand.
Physical outlets seem to answer best at this rising need.
In our store location dataset we break down Gucci stores composition: over the last 3 years outlet stores grew from 17 to 42 worldwide.
