How to Select a Watch Brand

Jewelers looking to add a new watch line should ask themselves the following questions before selecting a brand. Will adding a new brand increase or cannibalize existing business? Adding a brand should increase total business and bring in new customers, not replace sales of an existing brand. The new brand can be in the same category as a current brand, since it helps increase awareness of that category, but it shouldn't have the same look, price points, and target customers. Excessive assortment is also a danger. Too much choice can confuse customers, result in slow-turning inventory, and erode vendor relations. Brands and retailers should agree on how much business is expected. A vendor that sees business declining at one store and growing elsewhere might suspect overassortment as a cause and seek different doors. The reverse holds true for a retailer; if a watch brand opens too ma

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