Samantha Wills was caught up in the magic of New York in 2011 when she decided to completely revamp her jewellery designs from one season to another.
Customers didn’t buy into the new vision, and she was left with stock from retailers that had over-ordered, which she had to move at clearance rates to keep the company alive.
Wills shares with SmartCompany Plus how she got the company back on track after nearly going bankrupt.
This article teaches:
- The risks of suddenly placing your brand in a different market segment;
- How to overcome the difficulties of a poor retail season; and
- How Wills won customers back to her brand.