![]() ![]() The long tail theory predicates that the Internet has spawned an unlimited number of retail sites that are quickly, easily and cheaply accessible to consumers. And this evolution predated the scale provided by the Internet. However, his theory, which is largely based on the power of the Internet, overlooks the reality of how distribution and brand proliferation has evolved in the apparel/retailing industry. At the same time, many of the 20th century megabrands, such as Levi, Gap, Lee Jeans, and others, have slowed - and in many cases declined. In fact, some current megabrands already have, without consciously calling it their “long tail” strategy.Īnderson’s long tail is a theoretical rationale for the explosive growth in numbers of niche apparel brands across all retail sectors. So it’s timely to revisit the theory and suggest how current struggling brands such as Gap, Levi, and other megabrands might stimulate some new growth by incorporating Anderson’s theory into their brand strategies. However, he didn’t give the heads-up to most of last century’s traditional megabrands and retailers that they might also participate and accelerate their growth by implementing the theory. ![]() ![]() Can Be Reality for Traditional MegabrandsĪ decade has passed since Chris Anderson wrote The Long Tail: Why the Future of Business is Selling More for Less, and his theory is being proven as reality. ![]()
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