Open For Business Can ECCO’s Cow-to-Shoe Model Survive the “Promo Pandemic”?
In a crowded footwear market, how does a 62-year-old Danish brand stay relevant? For ECCO, it starts with a unique "cow-to-shoe" philosophy, owning the entire value chain from tannery to retail floor. But facing a post-pandemic market downturn and a "promo pandemic" of endless discounts, the brand is rethinking its strategy.
Managing Director Benjamin Chin joins us to discuss how ECCO Malaysia & Singapore is navigating this challenging retail landscape. He explains their shift to "glocalization" (global brand, local relevance), the evolution of their brand promise beyond just "comfort," and how they are managing the complexities of an omni-channel world where the customer journey is no longer linear.
We discuss:
The "cow-to-shoe" business model and why owning the supply chain matters.
Navigating the "promo pandemic" and the bullwhip effect of inventory.
"Glocalization": Adapting a Danish brand for the Malaysian market (and weather).
The omni-channel reality: Why physical stores and e-commerce are no longer separate.
Moving beyond "comfort" to build an emotional connection with customers.
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