It really is down to how they adapt to the significant changes in their world. At the moment they look a bit flat footed and the bleeting was rightfully dismissed by the consumer and thankfully others.
What is occurring is no surprise and the combination of slowing spending and increased competition will test management. For shareholders hopefully they are up to it.
The news from BBG yesterday shows that people are not willing anymore to pay $35 for a tshirt with a company advertisement on it when they can purchase the same quality next door for $8.
It really is down to how they adapt to the significant changes...
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