Word: brandsness
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When Fiske took over the struggling Bath & Body Works (BBW) retailer 21/2 years ago, he was a career consultant who had never held an operational gig in corporate America. The $2.2 billion company, a division of the Limited Brands, instantly became a real-time laboratory for Fiske's ideas. He...
Fiske's corporate face-lift fits into a grand plan hatched by Leslie Wexner, the iconic founder and CEO of the Limited Brands, who built the company into a $10 billion retailer largely on the premise that people are willing to pay more for perceived quality. In the 1960s, when...
Doing that, Fiske thinks he can double sales in five years. To try to get there, he has stocked his executive suite with dealmakers from the world of luxury goods to give him talent on the inside and street cred on the outside, poaching from the likes of Neiman Marcus...
One way Fiske and his team are pumping sales is by creating brands with buzz that customers have to trek to Bath & Body Works to find. In addition to making antiaging cleanser and lip plumper with Wexler, Fiske has paired up with L'Occitane to sell the new Le Couvent...
Want a piece of the cutthroat running-shoe market, dominated by big brands like Nike, Adidas and Reebok? Try giving your sneakers some steroids. Spira Footwear, a four-year-old company based in El Paso, Texas, makes the world's only shoes with actual springs in the soles. The springs...