W - X: Wallis

 

The entrance of new brands to the teen skin care market constituted a threat to Clean & Clear, challenging the brand to retain market leadership and relevance to teens despite the allure of the new en ...

This 1998 paper examines how clothes retailer Wallis (founded in 1923!) was able to use advertising to achieve increased buying penetration and frequency. The advertising made non-users reappraise Wal ...