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Developing brand awareness in the market is one of the most challenging barriers that small businesses face. SMEs can easily miss out on potential sales opportunities if they don’t market themselves effectively as customers, buyers and suppliers won’t know where to find them or what’s on offer.
It doesn’t take a Lord Sugar to know that to generate sales, you need a consistent flow of leads, a returning customer base and strong brand awareness. But what’s now complicating the traditional business formula is the rapidly expanding world of social media. Social media platforms have now heated up the competition and added more complexity to an already busy marketing landscape.
It’s no wonder, then, that 1 in 3 small businesses outsource at least one business process. As polled by Clutch, 24% of small businesses said that increased efficiency was their top reason for outsourcing whilst other reasons included available expertise (18%), flexibility (16%) and allowing time for employees to prioritise other tasks (15%).
Can Your SME Manage its Own Marketing?
Every business is unique and comes with its own set of resources, talent and finances. Knowing whether your small business can manage its own marketing strategy takes some honest self-assessment:

How much do you understand about marketing? Are you familiar with what strategies exist and how to measure the success of a strategy?
Do you enjoy marketing?
Is anyone on your team skilled in a particular area? Do they have an eye for design, a way with words or are they a whizz on the computer?
How much time do you have on your hands?
How well do you know your marketing needs? Who is your demographic and what platforms do they hang out on?
Do you have the funds to employ an in-house marketer, or should you think about outsourcing to a full service marketing and comms agency?

Tell-tale Signs That Your Small Business Desperately Needs to Outsource its Marketing Strategy
It’s Been a While Since You Last Reviewed Your Marketing Strategy
As a minimum to keeping your marketing efforts strong, your social media, email and advertising engagement should be monitored once a day. Reviewing your marketing strategy is essential for keeping up with trends, shifts in demographics, sudden opportunities that arise and making sure your campaign is an all-round success. If it looks like your marketing strategy has cobwebs (and your website was last updated in 2020), then it’s probably time to look at outsourcing.
You Aren’t Seeing Results
Monitoring your return on investment is a great way of measuring the success of your marketing strategy. If phones aren’t ringing with leads, customers aren’t placing orders and those that are, aren’t the type of customer you’re aiming for, then that’s another sign to call in for some professional expertise – especially if you feel you’ve been making all the right marketing moves.
You Don’t Know Where to Start
Between Facebook, Instagram, Twitter, Pinterest and TikTok, social media can be a bit of a minefield. It can be easy to go guns blazing and sign-up to all (which would only deplete your resources) or, for some, it may even feel a little risky to put yourself out there on an unfamiliar platform. Marketing is a complex subject that requires the right expertise and trying to DIY it all can hoover time and lead to disappointing results.
Your Efforts are Sporadic
Disruptions and distractions can come up at any time when manning a small business. Steadying financials, monitoring stock flow and upkeeping staff retention are all core priorities which sometimes mean that marketing is one that falls by the wayside. However, the one secret to a successful marketing campaign is consistency. Consistency and time are what build brand credibility, awareness and a loyal customer base. If you lack resources and your efforts are sporadic, then you aren’t going to be see the healthy trajectory you need.
Your Schedule is Already Jam-packed
There are only so many hours in the day. Drafting and proofreading something that may seem as little as a mail-chimp email can take a lot more time than you think – even a single spelling mistake can make a potential customer overlook your brand. If you are going to implement a marketing plan, it’s important to allocate proper time and set realistic expectations as to how much time goes into an effective strategy.
Your Competitors are Outperforming You
Keeping an eye on your competitions’ marketing strategy or even stalking their socials is a good way to see how well your strategy could be performing. However, if your competitors are severely outperforming you, then it’s time to either review your current strategy or bring in experts who can offer advice and even take ownership of your strategy for you.
So, You’ve Chosen to Outsource
Outsourcing your marketing is an effective way to leverage talent and expertise within the industry whilst securing a consistent and successful strategy. Not only is outsourcing a cost-effective choice, but it can also help your small business focus on core activity and free up time to remain flexible in changing market conditions.
If you believe outsourcing is the right step for your small business, then check out some of our Top Tips for Selecting a Marketing Agency.
Read more:
When is it the Right Time to Ask for Help with your marketing?

A digital detox may seem impossible in today’s technology driven world; however, there’s huge value in taking a step back and embracing time offline, and in recent years the notion of digital detoxing has become increasingly prevalent.
It’s thought that once you work in a particular sector, you are never a consumer to it again, and for myself, technology has been at the heart of my career for many years, and sometimes it can be difficult to separate work and leisure online.
The constant pinging of emails, Slack messages, LinkedIn notifications, phone calls and texts, all related to work, can sometimes seem all consuming. Which is why I personally made the choice to start a digital detox. Moving from my work-related smartphone to a Nokia 800 Tough at weekends and holidays, which has simple functionality and allows me to truly disconnect.
For working professionals who have no choice but to engage in the digital world daily, they may feel they are unable to switch off out of work, especially when work related apps are front and centre on their smartphones.
Recent research has shown workplace stress could be at an all-time high, as Google searches for burnout have reached their highest level in five years, and as such, taking a step back from constant connection is more crucial than ever.
For many, stepping away from the digital world can look isolating, as it’s something we’ve become incredibly immersed in. Having access to everyone we know and everything we need to know at out fingertips at any time. From online meetings on the go, to using our phones for tickets to events or planning travel, it’s endless connectivity. Yet there is so much to learn from taking a step away from the immediate obtainability.
Whether it is a calmer mind, getting more in touch with reality or becoming more self-aware, the list is endless and not exclusive. For myself, the greatest gain from digital detoxing was the ability to be in the moment. I was fortunate to have the opportunity to spend a month working and living in Umbria back in early 2022, where I was surrounded by incredible scenery and beautiful weather, yet I was hooked on staying connected. Posting to social media constantly, and being unable to separate the digital world, from the real one in front of me.
I decided to delete my Instagram account completely and the experiences I encountered thereafter became for myself rather than for the sake of other people’s opinions.
Whether it is a choice that people choose to make, there is a level of genuine need for working professionals to become less attached to their devices and take a break from the digital world that never sleeps. The need for constant stimulation is a tiresome cycle that can lead to our attention spans becoming shorter and the need for engagement more intense. There will be moments of vulnerability from a lack of constant connection, however, the personal gain from taking a step back is likely to be more valuable.
It is important to note that digital detoxification can be done in small increments and be beneficial regardless of how it is achieved. It doesn’t mean you have to delete your Instagram account completely or throw away your phone. I opted for a ‘dumbphone’, one that can do the tasks of basic communication; texting, calling, WhatsApp and a camera. Due to work I have not transitioned to my dumbphone full time but on weekends it is a welcome substitution.
Smart phones are often involved in all we do, and this reliance is only going to get more intense, both in and out of work. It is important to accept that the world around us is not going to make digital detoxification easy; too much relies on technology to encourage ‘retrogression.’ However, this does not mean it cannot be done and the effort is not worthwhile. Make small adjustments to suit your lifestyle, whether it’s reducing time on social media, taking a camera with you instead of getting your phone out of your pocket, or even making the switch to a dumbphone on the weekends, you’ll start to feel the benefits.
To find out more about my switch to a dumbphone and the benefits along with some limitations, read more here:  https://www.edjohnson.co.uk/article-digital-detox-dumbphone-5-considerations/
Read more:
The Importance of digital detoxing for busy working professionals

Royal Mail has announced a temporary suspension of £5 fines imposed on individuals who receive mail with counterfeit stamps, responding to concerns over the surge in fake stamps, particularly from China.
Reports indicate that the switch to a barcode-based system has led to an increase in fraudulent stamps, prompting complaints from customers who were penalized for unwittingly collecting post with bogus stamps.
To address the issue, Royal Mail is introducing measures such as developing a new counterfeit stamp scanner in its app, allowing customers to verify the authenticity of barcodes. Additionally, stickers will be applied to items with counterfeit stamps to alert recipients, and efforts will be intensified to charge senders of items with counterfeit stamps rather than recipients.
Fraudulent stamps from China have been a major source of complaints, with accusations of economic warfare stemming from the alleged influx of millions of counterfeits into Britain. The problem intensified after the transition to barcoded stamps last July, with small retailers reportedly unknowingly purchasing forgeries in bulk.
In response to concerns, Royal Mail is bolstering its efforts, including adding an independent expert to verify stamp authenticity and strengthening partnerships with retailers and online marketplaces to combat the sale of counterfeit stamps. Despite reports of Chinese suppliers offering to print counterfeit Royal Mail stamps, the Chinese embassy in London has dismissed the claims as “absurd.”
Nick Landon, Royal Mail’s chief commercial officer, said: “The combination of new barcoded stamps with added security features and Royal Mail actively working with retailers, online marketplaces and law enforcement authorities has led to a 90 per cent reduction in counterfeit stamps. We want our customers to buy stamps with confidence and always recommend that customers only purchase stamps from post offices and other reputable high street retailers, and not to buy stamps online, unless from the official Royal Mail shop.”
Read more:
Royal Mail suspends counterfeit stamp fines, following Chinese surge

Vinted, the online marketplace for secondhand fashion, has achieved a significant milestone by reporting a remarkable 61% surge in sales, reaching nearly €600 million (£513 million).
This surge has propelled the company into profitability for the first time, marking a significant achievement amid the burgeoning demand for “pre-loved” clothing.
Based in Lithuania, Vinted attributes its impressive growth to various strategic initiatives, including its expansion into new markets such as Denmark and Finland. Additionally, its foray into the luxury fashion segment, facilitated by the acquisition of secondhand high-end fashion platform Rebelle in 2022, has contributed to its growth trajectory. Moreover, the introduction of a verification service has bolstered customer confidence and further fuelled sales.
In the fiscal year, Vinted’s sales surged to €596 million, positioning it as a formidable player in the fashion e-commerce landscape. Remarkably, the company achieved a profit after tax of €17.8 million, a significant turnaround from the previous year’s loss of approximately €20 million. With a workforce of over 2,000 employees, predominantly based in Lithuania, Vinted continues to solidify its position in the market.
Vinted’s success reflects a broader trend driven by increasing consumer concerns about sustainability, budget constraints, and a desire for unique fashion choices. Particularly among younger demographics, there has been a notable shift towards purchasing secondhand clothing.
To facilitate its expansion plans, Vinted secured a €50 million credit facility, earmarked for potential acquisitions and the enhancement of its delivery service, Vinted Go. Thomas Plantenga, CEO of Vinted Group, underscored the company’s commitment to exploring various growth avenues, including geographical expansion and diversification of product categories.
Despite the growing popularity of the “pre-loved” fashion category, online secondhand retailers have faced profitability challenges. Vinted’s success stands out in this context, highlighting its ability to navigate the competitive landscape effectively.
Looking ahead, Vinted remains optimistic about its growth prospects, viewing the secondhand fashion market as an area of immense potential. As consumer preferences continue to evolve, Vinted aims to capitalize on emerging opportunities while maintaining a balance between profitability and investment to fulfil its mission.
The mainstream acceptance of the “pre-loved” fashion trend is evident, with popular culture, including reality TV shows like Love Island, embracing and promoting secondhand style. Despite challenges, such as stiff competition and profitability concerns among industry peers, the momentum behind the “pre-loved” fashion movement remains strong.
With sales of secondhand clothing and footwear projected to comprise a tenth of the global fashion market by next year, the outlook for the resale fashion sector appears promising. GlobalData forecasts indicate robust growth in pre-owned fashion sales, underscoring the continued appeal and relevance of sustainable fashion choices.
Read more:
Secondhand fashion seller Vinted moves into profit after 61% sales rise

The persistent decrease in job vacancies is underscoring a cooling labour market, fueling optimism for potential interest rate cuts in the coming months.
According to the latest labour market report by Adzuna, a leading job search engine, vacancies have plummeted by over 17% year-on-year, with a further 0.5% decline on a month-on-month basis.
The ratio of job vacancies to unemployed individuals has emerged as a pivotal gauge of labour market vitality, particularly amid deliberations at the Bank of England regarding interest rate adjustments. The decline in vacancies, reflective of diminished demand for workers, contrasts starkly with the peak levels exceeding a million observed in 2022, which empowered employees to negotiate better pay deals and contributed to elevated earnings growth, consequently fueling inflationary pressures.
Adzuna’s data reveals a total of 862,000 vacancies across the economy, marking the fifth consecutive month of diminishing job opportunities. The ratio of jobseekers per vacancy has surged to 1.87, the highest since August 2021, indicating heightened competition in the job market.
Notably, vacancies in sectors such as domestic help, cleaning, and trade and construction have witnessed substantial declines of over 40% over the past year.
Andrew Hunter, co-founder of Adzuna, characterizes the current labour market landscape as “challenging” for jobseekers, citing persistent declines in vacancies, rising unemployment, and intensifying competition for available roles.
As labour market surveys assume greater significance in monetary policy discussions, Adzuna’s findings point to a nearly 3% increase in advertised salaries over the past year, with a 0.4% uptick between February and March. This uptrend in earnings may embolden the Bank of England’s Monetary Policy Committee (MPC) to contemplate interest rate cuts in the upcoming summer months.
The MPC, which has maintained the base rate at 5.25% since September 2023, is inching closer to its first interest rate cut since 2020. While opinions within the committee vary, with some advocating for further easing to counter high inflation, others express concerns about the potential impact of monetary tightening on economic growth.
With consumer price inflation easing to 3.2% in March, albeit slightly above private sector forecasts, the MPC’s upcoming decision on May 9 is poised to be closely monitored, with expectations of a majority vote to maintain the status quo on interest rates.
Read more:
Declining Job Vacancies Stoke Hopes for Interest Rate Cuts Amid Cooling Labour Market

A dire shortage of construction skills and persistent planning delays pose significant threats to infrastructure projects, despite heightened interest from pension funds to invest in the sector.
Randstad’s analysis reveals a pressing need to recruit 500,000 individuals to fulfill demand for ongoing large-scale projects and upcoming schemes, including the Lower Thames Crossing, National Grid expansion, and Stonehenge Tunnel.
Simon Harris, Construction Head at the recruiting firm, underscores the industry’s stretched capacity, exacerbated by talent drain from housebuilding sectors. Since 2008, the construction labor force has dwindled by 465,000 workers, creating a stark labor shortage amidst escalating demand, particularly for green energy initiatives.
Harris warns of a looming “brutal labor shortage” as infrastructure demands surge, with projects like HS2 and Sizewell C competing for skilled workers.
Meanwhile, pension fund leaders signal intentions to boost investment in British infrastructure, with nearly two-thirds planning increased spending. GLIL Infrastructure’s survey highlights energy transition as a priority for 70% of respondents, citing investments in battery storage, hydrogen, and carbon capture.
Ted Frith, COO at GLIL, underscores the pivotal role of patient capital in financing infrastructure projects essential for the UK’s transition to a sustainable, net-zero economy. However, he flags concerns about the UK’s attractiveness for investment, citing prolonged planning delays hindering infrastructure upgrades.
While pension funds express readiness to allocate capital, Frith underscores the urgent need to address planning inefficiencies to facilitate smoother project delivery and bolster investor confidence in the UK infrastructure market.
Read more:
Construction Skills Shortage Threatens Infrastructure Projects Amid Growing Pension Fund Interest

Consumer confidence is on the rise in the UK, with a hopeful outlook towards financial prospects emerging for the first time in two years, according to NatWest.
Paul Thwaite, the bank’s chief executive, noted that the alleviation of price pressures, as inflation gradually recedes, appears to be resonating with the general public. While headline consumer price inflation remains above the Bank of England’s 2% target at 3.2%, it has significantly declined from its peak of 11.1% in October 2022. NatWest’s economic forecast suggests a further reduction to 2.5% by year-end.
“As inflation continues to decrease, and with expectations of the Bank of England commencing rate cuts later this year, individuals and families are expressing greater confidence in their financial circumstances,” Thwaite stated on Friday morning. “For the first time since August 2021, a majority of consumers anticipate an improvement in their financial position over the next 12 months.”
Thwaite emphasized that these insights were gleaned from both internal and external surveys monitored by banking executives.
Despite lingering uncertainty surrounding the UK’s economic trajectory, NatWest remains cautiously optimistic. With no notably bleak forecasts in sight, the banking group is bolstered in its confidence that the majority of customers will uphold their loan repayment obligations.
During the first quarter, NatWest allocated £93 million to safeguard against potential borrower defaults, a notable increase from £70 million in the same period of 2022 but lower than the £191 million anticipated by analysts.
“While diverse perspectives exist, and actual outcomes may diverge, particularly amidst significant macroeconomic uncertainty both domestically and internationally, customers continue to demonstrate resilience, and impairments remain minimal,” Thwaite remarked.
NatWest’s shares soared by 4.6% on Friday to reach a 14-month high of 303p per share. This surge propelled NatWest to the top of the FTSE 100 risers, contributing to the index’s attainment of a new all-time high of 8,136.52 points during early trading.
Despite a 27% decline in pre-tax profits to £1.3 billion in the three months to March, NatWest’s performance is notable, especially given the challenging comparison with a 50% profit surge to £1.8 billion during the same period last year, spurred by a series of interest rate hikes by the Bank of England.
Thwaite attributed this to NatWest’s commitment to offering competitive interest rates to savers amidst stiff competition in the mortgage market, coinciding with a slowdown in the housing market.
NatWest also confirmed a reduction in the taxpayer’s stake in the bank, from 28.9% to 27.9%, following the government’s sale of another tranche of shares ahead of Friday’s results. The government aims to further divest its stake to the public this summer, with the aspiration of fully exiting its ownership by 2025-26.
Thwaite, formally appointed chief executive in February, succeeded Alison Rose on an interim basis in July, following her departure amidst a dispute with Nigel Farage. Thwaite previously led NatWest’s business banking division.
Read more:
UK Consumers Regain Financial Confidence Amid Easing Inflation, Reveals NatWest CEO

World wine consumption dropped to its lowest level since 1996 last year, with production down 10 per cent, after the world’s worst grape harvest in 62 years, a new report has revealed.
While the rising cost of living has put a dent in consumption trends, experts at the Organisation of Vine and Wine (OIV), monitoring trade, blamed ‘extreme’ climate changes for the overall slump.
‘Extreme environmental conditions’ including droughts, fires and other problems with climate were mostly driving the trend and the greatest threat to the industry, according to the organisation.
Major wine producers Australia and Italy suffered the worst, with 26 and 23 percent drops in productivity respectively.
In further bad news for winemakers, customers drank three per cent less wine in 2023, the French-based intergovernmental body said.
Director John Barker highlighted ‘drought, extreme heat and fires, as well as heavy rain causing flooding and fungal diseases across major northern and southern hemisphere wine producing regions.’
Although he said climate problems were not solely to blame for the drastic fall, ‘the most important challenge that the sector faces is climate change.
‘We know that the grapevine, as a long-lived plant cultivated in often vulnerable areas, is strongly affected by climate change,’ he added.
France bucked the falling harvest trend, with a four percent rise, making it by far the world’s biggest wine producer.
Spain lost more than a fifth of its production. Harvests in Chile and South Africa were down by more than 10 percent.
Wine consumption last year was however at its lowest level since 1996, confirming a fall-off over the last five years, according to the figures.
The trend is partly due to price rises caused by inflation and a sharp fall in wine drinking in China – down a quarter – due to its economic slowdown.
The Portuguese, French and Italians remain the world’s biggest wine drinkers per capita.
Barker said the underlying decrease in consumption is being ‘driven by demographic and lifestyle changes. But given the very complicated influences on global demand at the moment,’ it is difficult to know whether the fall will continue.
‘What is clear is that inflation is the dominant factor affecting demand in 2023,’ he said.
Last month it was revealed champagne sales had declined due to the cost-of-living crisis and the availability of cheaper alternatives.
Waitrose reported sales of crémant have overtaken the Spanish fizz cava. Over a period of three months, crémant sales rose by 51 per cent compared with the same period last year.
Sales of prosecco also fell by five per cent in 2019, costing the market approximately £100mn according to the Wine and Spirit Trade Association.
Land given over to growing grapes to eat or for wine fell for the third consecutive year to 7.2 million hectares (17.7 million acres).
But India became one of the global top 10 grape producers for the first time with a three percent rise in the size of its vineyards.
France, however, has been pruning its vineyards back slightly, with its government paying winemakers to pull up vines or to distil their grapes.
The collapse of the Italian harvest to its lowest level since 1950 does not necessarily mean there will be a similar contraction there, said Barker.
Between floods and hailstones, and damp weather causing mildew in the centre and south of the country, the fall was ‘clearly linked to meteorological conditions’, he said.
Climate change was recently implicated as a cause of the severe flooding that derailed Dubai this month.
Between 10% and 40% more rain fell in just one day last week than it would have in a world without the 1.2 degrees Celsius warming that has come from the burning of coal, oil and natural gas since the mid-19th century, scientists at World Weather Attribution said Thursday in a flash study that is too new to be peer-reviewed.
In at least one spot, a record 11 inches (28.6 centimeters) of rain fell in just 24 hours, more than twice the yearly average, paralyzing the usually bustling city of skyscrapers in a desert.
‘It’s not such a clear fingerprint, but we have lots of other circumstantial evidence, other lines of evidence that tell us that we see this increase,’ said Imperial College of London climate scientist Friederike Otto, who coordinates the attribution study team.
‘It’s what we expect from physics. It’s what we expect from other studies that have been done in the area, from other studies around the world, and there’s nothing else that’s going on that could explain this increase.’
Last summer, Greece was devastated by a number of wildfires.
In July, many British tourists were trapped on the island of Rhodes with no way home as officials sought to evacuate those affected.
Almost 17,770 hectares (more than 43,000 acres) were ravaged in 10 days in the south of the holiday island in the southeastern Aegean Sea.
It came as a heatwave swept Europe, leading to drier conditions that make it easier for fires to take hold and spread.
MailOnline spoke to experts, who explained that the scorching temperatures are being driven by three key factors – El Niño, a stationary high-pressure system also known as an anticyclone, and climate change.
Professor Stefan Doerr, director of the Centre for Wildfire Research at Swansea University, said: ‘Any ignition can rapidly turn into a fast moving wildfire.
‘That could be faulty power lines, small intentional fires to burn debris getting out of control, sparks from moving machinery or building activity or arson.
‘Focusing mainly on ignition sources distracts from the main issues which are more flammable landscapes due to insufficient management of vegetation and more extreme weather due to climate change.’
In August, beaches around Athens were deserted as firefighters and water bombing planes attempted to tackle brutal wildfires threatening the south.
Again, meteorologists cited hot and dry conditions adding to the fire risk.
Read more:
Global wine consumption falls to its lowest level since 1996 with production down 10%

The aftermath of Brexit has presented both unprecedented challenges and unique opportunities for businesses in the UK.
Areas causing the biggest impact include increased costs, labour and skill issues and supply shortages, with many businesses having to reassess and adapt to thrive in a post-Brexit era.
The effects of 2020
Before 31st January 2020, when the UK officially withdrew from the European Union and the single trading market, there were no borders for trading goods and services between the UK and EU countries. Imports and exports weren’t subject to border checks and restrictions, tax and duty rates, or documentation. Now these rules have made exporting to European countries more complicated and expensive.
As businesses began adapting to the new trade barriers and associated costs and operational complexities, there was a lot to be learned. This, coupled with the double blow of the pandemic on the global economy, meant that momentum was understandably slow. However, as time went on, many businesses began thinking differently and seizing opportunities presented to them.
For some, facing fewer EU restrictions meant they could access new global markets and trade more freely, leveraging the new free trade agreements with Australia and New Zealand. Others have been growing their businesses into more emerging markets such as Latin America, Asia and Africa. Another avenue for lots of businesses has been to expand their physical footprint globally.
Retail: an industry facing change
One industry hugely affected by the overall changes brought about in 2020, was retail. For this sector, Brexit marked a real turning point. Exiting the EU brought about a totally new way of doing business that caused many retail brands to suffer, but within a few months of Brexit coming into play, the enforced lockdowns all across Europe caused by the pandemic sent ecommerce rates soaring.
Bricks and mortar brands were left with little choice but to utilise ecommerce sales channels to remain open and profitable, while meeting shifting consumer preferences. For existing ecommerce retailers, business ramped up significantly. Those who adapted quickly and navigated the requirements post-Brexit were the ones able to prosper.
Analysing fulfilment and logistics strategies was imperative for fast-growing retail brands operating across key global markets. However, as with any unchartered territory, forming partnerships can ease and optimise the process.
For many retailers, it was difficult to capitalise on the opportunity to grow their brand during a time of uncertainty. It was important to navigate these challenges effectively to scale and thrive in the new environment.
Collaboration to create success
This sense of partnership and collaboration was key for one iconic brand with ambitious growth plans post-Brexit. Legacy fashion brand, Ed Hardy wanted to re-establish itself across the UK and the EU, but like many other retailers, was confronted with a range of post-Brexit complexities servicing EU customers from UK-based centres.
This was exacerbated by the fact that Ed Hardy had identified territories like Germany and the Netherlands as key growth markets. The resulting required split between the UK and EU markets meant the brand would have to re-evaluate logistics to avoid increased customs charges, shipping delays, and regulatory hurdles that could impede its reach to vital customer bases across mainland Europe.
We supported Ed Hardy in overcoming the challenges it faced and meeting its goals, through our international expertise and tech-led approach to fulfilment and logistics.
The first area we jointly addressed was distribution effectiveness. With a fulfilmentcrowd warehouse in Bocholt, Germany, and a UK base in Otters Brook, South Wales, Ed Hardy was able to avoid Brexit-related trade barriers, while reducing costs and shipping more quickly. Localised distribution centres also enabled the brandto offer a wider range of products tailored to regional tastes and preferences.
The partnership also provided Ed Hardy with the scalability needed to adapt to changing market demands and consumer trends rapidly; vital in the fast-paced fashion industry where consumer preferences shift abruptly. Specifically, fulfilmentcrowd’s logistics and data analytics tools offered the retail brand valuable insights into their customers’ behaviour and market trends. This data-driven approach enabled more informed decision-making regarding inventory management, product development, and marketing strategies.
Ed Hardy is now one of the fastest-growing companies in the UK, setting its sights on getting back to previous levels of revenue.
Conclusion
With change comes opportunity. However, taking action by collaborating, being more agile and diversifying will enable businesses to more easily – and successfully – capitalise on them. Both Brexit and the pandemic turned the business world upside down, but as brands continue to work together and adapt, they will be capable of not just surviving, but thriving in whatever the future of work brings.
Read more:
Brexit: business success beyond the borders