With price standoffs in play, and retail analysts expecting more as annual supply contracts are renegotiated, it will be better for brands and retailers to work with each other, rather than against each other as the economic climate continues to worsen, writes Katy Dunn, Strategy Partner - Retail Experience at RAPP UK.

Why it matters

As inflation pushes prices higher, some brands are finding themselves up against retailers who are reluctant to pass on these increases and resorting to pulling products off shelves. Brands and retailers need to work together to find an optimal solution for shoppers.

Putting themselves in...