The job of the retail landlord is to bridge the gap between theconsumer and the creative departments of manufacturers, saysKenneth Wong, president of US operations for Westfield Corp. "Whatare the new forms of relationships between consumers andretailers?," he asks. "We help bring these customers and creativefolks together."
One particular retailer that does a good job of this is Apple,says Sophie Bundalo, head of retail for sunglasses manufacturerOakley Inc. The company's main strength is it ability to reachshoppers through a variety of channels, including its stores andWebsite.
Additionally, retailers and real estate owners shouldn't beafraid to innovate and try new things, Wong says. "Consumers aremore open-minded than our partners in the industry," heobserves.
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