Brands, be yourself!
Driss FarissiProcter & Gamble, Switzerland
Discount retail in Western Europe continues to show an unsettling growth rate. The retail structure in Western Europe came a long way since the launch of the first Aldi in 1948. Many factors helped discount retailers to grow in Western Europe. To mention a few, the energy crisis, Mass retailing control laws, the ongoing shift in power between retailers and manufacturers at the expense of the latter. Today retailers make more than 18% of total retail value in Western Europe with share in some categories and countries above 70%. Discount...