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A shake-up in make-up

5-dic-2015

( The Economist )

 

KIKO MILANO is adopting the principles already used to great success by "fast-fashion" clothing chains such as Zara and H&M: constantly changing the line-up of products in its stores to encourage cus­ tomers to visit frequently; responding rapidly lo the latest consumer trends and keeping prices low. lts success is encourag­ ing some of the industry's bigger brands to rethink their distribution model.