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Seizing New Opportunities in Fashion: How US Retailers Are Growing Their Addressable Markets

We analyze four strategies US apparel specialty retailers are using to grow their total addressable markets: product category expansion, unlocking the power of new audiences, ramping up their presence in untapped geographies and bolstering distribution channels. We assess these strategies through the lens of five leading retailers: American Eagle Outfitters, Foot Locker, Gap Inc., Lululemon Athletica and Victoria’s Secret.

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