A Chat with Christophe Gaigneux,EVP, Boston Apparel Group,

About branding, we've launched, since I started in 2003, marketing research and focus groups for each one of the brands to better understand our customer. We also leveraged our Redcats corporate branding seminar. We have a very well rounded branding seminar that has helped me to establish a brand platform and positioning for all of the brands. That's also about empowering people. The brand managers were in charge of getting with their teams about all of the research we did as well as come up with their own positioning proposals with an action plan. This sort of thing doesn't come in six months. It took me two years to get all four of the brands to have a solid analysis of their platforms and positioning, along with a plan they could execute.