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Jamie Salter’s US$100 billion ambition starts with a brand’s heartbeat

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Jamie Salter’s US$100 billion ambition starts with a brand’s heartbeat

When it comes to deciding which brand to buy, Jamie Salter, founder and executive chairman of Authentic Brands Group, calls his kids first. 

‘What do you think of Reebok?’ he might ask them. “Well, Dad, let me tell you the good, let me tell you the bad. And they’ll do a bunch of research … and they come back and tell me what they think of the brand,” Salter told Inside Retail’s Amie Larter in the latest edition of her video series Retail Transformers. 

“Occasionally, they’ll bring in their wives; if it’s a hardcore fashion label that women buy, they’ll give me their opinion. Then, assuming that feels pretty good, I’ll walk the streets of New York, and I’ll just ask a random person, ‘What do you think of the brand Guess? What does it stand for? Do you know the brand?’

“I’ll get real, live feedback. These are people I don’t even know, never talked to in my life before, but you get quick responses. And those quick responses are kind of interesting because they do give you the truth and the heartbeat of the brand and how it really connects with consumers.”

The process clearly works. In the 17 years since Authentic Brands was launched, Salter and his team have built a portfolio of brand rights as diverse as Reebok, Marilyn Monroe, Juicy Couture, Brooks Brothers, Care Bears and Forever 21.

While the business now turns over around US$40 billion in revenue across 51 different brands in 150 countries, Salter still wakes up every single day excited to go to work.


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