When Kim Kardashian announced she was launching a shapewear brand called Skims back in 2019, most people rolled their eyes. “Another celebrity brand?” It felt like a short-term side hustle, the kind of project that sells fast, fades fast, and ends up on clearance within a year.   Six years later, Skims is worth over $4 billion.

Walk down any UK high street and you’ll likely see them, the golden arches, the familiar smell of fries, and a queue of hungry customers....

The Boston Matrix is a strategic tool used by businesses to analyse and categorise their product portfolios based on two key dimensions:...

Customer loyalty refers to customers who consistently choose a particular product or brand over its competitors. These customers form a...