Dear BoF Community,
Today, our Executive Members get exclusive access to BoF's latest in-depth memo with a focus on the critical US market: Selling to Consumers in Uncertain Times, offering timely analysis on how brands can build loyalty, drive revenue and stay relevant in a time of uncertainty.
After years of sustained resilience, the US consumer is beginning to show signs of strain. Consumer confidence and sentiment remained low through the first half of the year, and survey after survey shows Americans — weighed down by inflation and looming tariffs — are spending less and trading down on discretionary purchases like clothes, shoes and accessories. Even once-resilient categories such as luxury, beauty and athletic footwear are feeling the pressure.
This is shaping up to be one of the biggest tests for fashion and beauty brands and retailers in years. Yet even in periods of economic volatility, consumers still shop. Winning a share of today's more selective wallet requires sharper strategy, faster execution and a highly targeted approach to identifying — and activating — pockets of opportunity.
In this memo for BoF's Executive Members by senior correspondent Sheena Butler-Young, you'll learn:
How brands like Coach and Revolve are using data to more precisely understand and anticipate consumer needs
The most effective strategies for deepening loyalty and emotional connection
When (and how) to adjust pricing and promotions without undermining brand equity — and how to communicate those changes to consumers
Download the "Executive Memo: Selling to Consumers in Uncertain Times".
Executive Memos examine pivotal industry issues to support strategy and decision-making. Become an Executive Member now.
Imran Amed, Founder and Editor in Chief
Also in today's BoF Daily Digest newsletter:
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