By Jennifer Faull

Exclusivity and scarcity are key to retaining the Cambridge Satchel Company’s ‘cool factor’ but the business knows they could also ruin sales and so is fashioning a strategy to try and successfully balance the two.

Once the darling of the internet thanks to founder Julie Deane’s story of setting the brand up out of necessity from her kitchen table – remember the Google Chrome ad? – in just eight short years theCambridge Satchel Company has grown to become a fashion giant. From those humble beginnings, the handbag brand is now trying to navigate the tricky terrain of being – at least Read full story ›

Source: The Drum