Bayard Winthrop, chief executive of a private, midsized sportswear retailer, American Giant, is sharing key lessons he learnt from the current situation. Lesson one “lead with digital”. Second lesson:”be creative about cost cutting and deal renegotiation”. Third lesson: “price matters, but so does purpose” as localism for instance is becoming more important and as younger consumers are demanding that the companies they spend money with reflect their values.

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How to survive the Covid-19 retail apocalypse