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It is often difficult for a brand to be everything to everyone, but for rue21, that is the simple strategy that drives the chain of over 650 stores that focuses on trendy and affordable styles for ages 15 to 25. And with about 40% of their customers from multicultural backgrounds, the brand says being inclusive and diverse is the name of the game. “It’s so important that we think through the lens of the customer,” says Julia Draper, the Vice President of Marketing at....

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