A Tale of a New Shopper and an Old Brand

The retail unemployment caused by the decline of J. Crew and other beloved mall stores relates to a structural change in their industry.

Packaging Matters

How much do you think a package affects your buying decisions? In 2009, Pepsi changed Tropicana’s packaging. It was disastrous. Within 2 months, sales plunged 20% and they quickly switched back to their traditional orange with a straw. Some consumers…