It is an understatement to say most brands find it challenging to have a strong stand-alone-position on the web. Yet, many mid-market retailers have eschewed online marketplaces and do so at their own peril. A majority (94%) of Digital IQ Index retailers have an online presence, but only a fraction–less than one-fourth—have embraced multi-brand e-tailers. To succeed in an increasingly digital future, retailers need to recognize that routes to market are changing. They must adapt their online distribution strategy to embrace the opportunities presented by multi-brand e-tailers. Learn more: www.accenture.com/tailoringmultibrand

1. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

2. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Industry EBITDA has reached a six-year
low at 6.6%.
Successful companies need to expand
their brand strategy beyond traditional
outlets to capture growth.
RETAILERS: TAKE NOTE

3. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
94% of retailers have an online
presence, but only a fraction have
embraced multi-brand e-tailers.
The lack of retailer enthusiasm is
counterintuitive – leading marketplaces
like ASOS and NET-A-PORTER average
6X as many unique monthly visitors as
mono-brand sites.
THINKING BEYOND
MONO-BRAND

4. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Offline, there is a clear preference for
mono-brands, but online sales are driven
by multi-brand retail. Retailers must adapt
their online distribution strategy to
embrace the opportunities presented by
online marketplaces.
IS EXCLUSIVITY KILLING
YOUR BUSINESS?

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The benefits of creating partnerships
with powerhouse e-tailers are clear: a
growing and focused customer base,
increased brand reach, and a strong
international presence all translate to
greater sales.
SEWING UP
THE COMPETITION

6. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Why aren’t more brands embracing
multi-brand e-tailing?
• Companies fear losing control of the
positioning of their offerings.
• Many retailers rely on the perceived
strength of their brands and forego
partnering outside the organization.
DIGITAL INSIDE AND OUT?
NOT YET.

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Winning with multi-brand e-tailers
means taking control of your shopping
presence by controlling your online
storefronts, actively managing stock
flow, and developing a proactive
selling strategy.
LOSE MONO-BRANDING,
NOT CONTROL

8. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Brands that want to gain the growth potential of multi-brand e-tailing
need to put strategic partnerships with leading platforms in place. First
steps include:
DRESSED FOR SUCCESS
1. Gain more control of branding and pricing: Participate in e-tailer
partner programs for greater control over content, inventory,
merchandising and promotions.
2. Develop new online distribution skills and capabilities: To
support relationships with third-party e-tailers, brands need to
improve their skills in analytics, campaign management, and
search optimization.
3. Put in place new stock management strategies: Proactively
manage partners and offer terms that protect the integrity of their
pricing and stock.

9. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Learning how to build new relationships and new value by working
with multi-brand e-tailers with our full report:
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TAILORING YOUR
MULTI-BRAND
APPAREL STRATEGY
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CONVERSATION: