Mom-&-Pop retailers becoming brand managers
Independent, local retailers are being appointed as brand managers by large retail chains, as they have a high level of knowledge of the local market and use a hands-on approach. Several brands such as Hidesign, Canary Blue, United Colors of Benetton and Adidas are using this approach. Benetton offers two options in becoming brand managers; either setting up and running the store or only managing the store.
