The decreasing propensity to consume severely tests the trade. However, our current analysis shows that the economic crisis can also offer opportunities to many retailers. While some sectors and specific corporate organizations are running the risk of losing their footing, others might actually be able to emerge stronger from the recession.

“In economically challenging times consumers tend to look after their money, focus on principal products and buy clever”, that is according to Kerstin Lehmann and Christian Ziegfeld, the directors in charge of this study. At the same time they caution against price actionism: “Companies focusing exclusively on low prices during economic downturn endanger their market positioning. A sustainable and reliable value proposition is often the better choice, especially in difficult times.”

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