Doug Stephens on the Most Important Metric in Retail | Inside Fashion

The Business of Fashion Podcast

The Business of Fashion

Fashion & Beauty, Business, Arts

4.6 • 770 Ratings

🗓️ 30 August 2019

⏱️ 38 minutes

🔗️ Recording | iTunes | RSS

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Summary

The retail prophet speaks with BoF Chief Correspondent Lauren Sherman about what brands should really be focusing on as a measure of brick-and-mortar store success.

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Transcript

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0:00.0	People are lining up outside stores that are making it worth a trip to get in.
0:08.0	And that is a media channel.
0:10.0	We just simply are not currently measuring the value of that channel today in retail.
0:16.0	There is often a sentiment among old school retail people that the new era doesn't care about product as
0:22.9	much. It's all about the marketing. It's not as much about the integrity of the product.
0:28.0	I don't think it's the end of product. It's maybe the beginning of the era of truth in marketing,
0:33.0	and we just have to take a totally different view of it.
0:37.2	Hi, this is Imran Ahmed, founder and CEO of the Business of Fashion.
0:40.9	Welcome to Inside Fashion.
0:42.6	This week, we're going deep, deep, deep inside the retail industry.
0:47.3	Regular readers of Bof will know the name Doug Stevens,
0:51.0	aka the retail profit.
0:53.0	Well, this week on Inside Fashion, Doug sits down with Lauren
0:56.5	Sherman to talk a little bit about what he considers the most important metric in retail.
1:02.5	In a world where consumption is increasingly moving online, how should the performance of
1:07.5	physical stores be measured? Doug recently wrote a very popular column on BOF on the
1:12.7	most important metric in retail, so we thought it was worth going even deeper. Here's Doug Stevens
1:17.3	with Lauren Sherman inside fashion. I'm so excited to chat with you, Doug, about this. And I think
1:26.3	to start, can we just,
1:28.5	can you kind of just lay out what the most important metric
1:31.8	in retail is and why?
1:35.0	Sure.
	...

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