Storytailing à la Under Armour in Shanghai – 80% story and 20% store

During my visit to Shanghai, I visited the brand new Jing An Kerry shopping mall, situated in prime real estate downtown.  On the 4th floor, Under Armour has opened an innovative shop, truly not like others.  Storytailing: a true execution where … Continue reading

Social Retail – Boden’s face(book!) is the company. A personal story.

Have you not heard of Johnnie Boden?  Talk about turning your life into a brand! I am impressed with the UK clothing retailer Boden (not to be mixed up with Boden, the store fixtures retailer).   Johnnie Boden, a failed banker-turned-teacher, … Continue reading