Even if a transition period until 2020 is expected, British companies must prepare for the Brexit. ISPO.com has asked Nikwax, Pentland Brands and Mountain Equipment how they prepare for something that is not yet seizable.
Products alone are no longer enough to retain customers - much too fast moving and much too interchangeable. In order to build and maintain a community, brands have to be sympathetic and experienceable. ISPO.com presents successful strategies.