17: The Hidden Reason Black Owned Brands Struggle to Scale in Retail

Welcome back to AND This!  Today, I put a spotlight on the evolving journey of black-owned product brands in mass retail. Drawing from my experience as a corporate retail buyer, I reveal the challenges small brands face—uncovering the importance of performance metrics, strategic planning, and understanding the retailer’s mindset. From packaging and pricing to shelf placement and sales thresholds, I also emphasize on what it takes to succeed in today’s competitive retail market. Don’t miss this episode for essential insights to help your brand avoid common pitfalls and thrive on retail shelves. KEY POINTS - The rise of black-owned brands in mass retail during COVID-19  - On the benefits and challenges such as cash flow and operational capacity - The importance of long-term planning and innovation for brands to stay relevant  - Some reasons why brands cut down or pivoted in the retail landscape  - The critical role of packaging, price point, and shelf placement for your brand - On being accountable by understanding retailer terms, conditions, and responsibilities - The pivotal role of strategic decision-making in navigating mass retail QUOTES  “A retailer is not responsible for your sales as a product business. You are still responsible for the marketing and trying to get traffic into that retail store.” – Jasmene Bowdry “Most small businesses are not prepared for mass retail at the level that they think.” – Jasmene Bowdry “Retail shelf space is real estate. It costs money down to the square footage. And so, if your brand isn't performing, they have to make a decision —  this is in the bottom 20% of my products that are being sold, it has to go.” – Jasmene Bowdry RESOURCES Free Fall Trend Report – Grab your free guide with 20+ hot fall trends, including styling tips to incorporate them seamlessly into your wardrobe: Download it here. Checklist Before the Pitch – Position your brand for mass retail success with my free checklist tailored for product-based business owners: Get it here. Jasmene Bowdry  IG | @jasmenebowdry AND This is produced by EPYC Media Network