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“We have to keep our creative and innovative mindset”

Difuzed’s Gilbert El Kalaani on adapting to the constantly changing market.

As we move into Q4 and planning continues apace for 2021, catches up with a selection of licensees across categories to ask them about the biggest challenges facing their business as we head towards the year-end, but also the biggest positive they are taking from 2020.

Today: Gilbert El Kalaani, ceo, Difuzed.

“The biggest challenge we have faced this year is, of course, to adapt to the constantly changing market which tries to reinvent itself. Market dynamics have been changing rapidly and we have to accommodate that.

Retail environment and the interaction with the consumers had started changing already. Online shopping had started to pick up and the consumers had started demanding more direct interaction with the suppliers.

Digitalisation had already been an inevitable fact – COVID-19 has accelerated the process. It has also forced companies to be more effective, creative and adaptive. It also restarted the spark of being an entrepreneur as we have to keep our creative and innovative mind-set.”

This feature originally appeared in the autumn 2020 edition of Licensing Source Book. To read the full publication, click on this link.

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