Trading Up [antikvár]

Preface Let me begin by saying that I'm a believer in this book. I've been practicing the principies Michael and Neil describe in it since I opened my first Limited store in Columbus, Ohio, in 1963.1 know their ideas work, and I believe they define the "sweet spot" in virtu-ally every significant brand success today, and will continue to do so well into the future. A little background on my relationship with Michael, Neil, and The Boston Consulting Group (BCG). Several years ago, I could see that the business model that my colleagues and I had used so success-fully for over twenty years—a model that revolved around fast fashion, significant promotíons, and dominant real estate positions—would not sustain us into the future. The future was in brands. At that time, I had never seriously talked to any business consultant or group. A classic entrepreneur, I had relied on my instincts and the lessons of experience. But, having determined that fundamental change was a must, and looking for some outside objectivity, I met with a few of the major business consultancies. Michael Sii-