Products don’t tell stories. People do. Product assortments shouldn’t be telling stories – rather, they must have a distinct point of view. It reflects what the brand stands for. There is an expression of values. The assortment (should) clearly state what the brand is all about. Excess inventory is a symptom of a brand not knowing what they stand for. Or, trying to tell an overly elaborate story. Making a statement with products. That’s what the best brands do. Leave the storytelling to the marketing and PR folks.
