Copying can be a form of innovation when a company pinches ideas from a different industry and applies them to its own. This is what Kiko, a Milanese cosmetics company, is doing. It is adopting the principles already used to great success by "fast-fashion" clothing chains such as Zara and H&M: constantly changing the line-up of products in its stores to encourage customers to visit frequently; responding rap- idly to the latest consumer trends; and keeping prices low. Its success is encouraging some of the industry's bigger brands to rethink their distribution model.
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