The push towards digitalisation is ever so evident within the retail industry. During Singapore’s two-month-long “circuit breaker” period, physical retail stores were forced to shut, and although the stores and malls have reopened since, the damage has already been done and retailers are struggling to climb back into profitability.

As it is, the retail industry is a competitive one. With brands fighting for mind and wallet share of consumers, retailers also have to compete with other tenants within the same mall as consumers weigh between buying a new dress and having a fancier meal. And there is the ever-growing competition from online, where consumers can compare prices worldwide before making their purchasing decisions.

With consumer trends constantly changing, brands too have to keep up and make sure that their product mix stays relevant.

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