From trends to action

Last week I wrote that instead of responding to trends as drivers of the business, we should rather see trends as market responses to friction points in our business. It follows, therefore, that we should see the trend as a symptom of a problem and not the cause of a change. There is wide spread consensus that the following trends are manifesting right now, and that survival requires retailers today to master these trends and either future proof the business against their effects or to capitalis

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