everness, underpinning the models ability to mutate and replicate? ‘Clever’ is defined as quick to understand, learn, and devise or apply ideas, while innovation can be seen as that ‘light bulb moment’ – the application of information, imagination and initiative. It is arguable whether these businesses we mention, all had the ‘light bulb moment’ per se, but they are certainly clever – and not just in the beginning, but have and continue to refresh and rejuvenate ideas over their retail lifetime. These businesses have been smart and tactical, assessing the market, whilst bringing in other clever people as they’ve grown resulting in a resilient and relentless business. A good idea, poorly delivered versus a good idea, cleverly delivered will beat a good innovation poorly delivered every time. When we look at the history and deployment of these great retail brands we do see some very simple and and similar characteristics to their success. An original owners or influencers vision with regard for, but not paralysed by, risk. This was never a strategy about build a shop and see how it goes, every single decision is taken against channel outcomes. Ultimately built to sell, with no great reliance on any one individual or individuals per se, building the clock as distinct from telling the time. Unwavering resilience in bringing the offer to market. They don’t build and invest on a fad as such rather they see the trend and therefore opportunity. Products that arrive have to fit within the DNA and earn their place, and in doing so invariably replace rather than add to another product. Simplicity rather than complexity – This is key to building a network as distinct from a shop. Targeted offer- they know their target market with alacrity, and they don’t stray even when times get tough, they don’t try to be all things to all people. As much about the customer that they exclude as the one they do include. They are consistently strong believers in brand attributes, and build brands that are clever, powerful and meaningful (relevant). Product range, its width and depth, using colour blocking, planograms. Each store expresses a well-orchestrated and planned campaign that replicates across the network. Great systems and processes, systemising the business model in every single instance from supply channel, product characteristics to shop fitting, employment processes to compliance, rewards. Attention to fastidious detail, the product placement is never by accident. Shops don’t open as such, rather that the network channel expands and replicates. The real value in these businesses is their ability to segment into other offerings using their skill sets, and knowledge – cotton on segmenting into typo. Timing – simply the moons where aligned for their arrival (consider the role of social media s an accelerant to their growth as an example of timing). All these retail ingredients can be considered fundamental cogs in building a replicable retail strategy for success. Brian Walker is founder and CEO of Retail Doctor Group and can be contacted on (02) 9460 2882 or brian@retaildoctor.com.au. Vikki Weston, co-author of this column, is part of Retail Doctor Group’s Retail Insights team and can be contacted via email at vikki@retaildoctor.com.au.