Branching Out: Successful Spin-off Titles Expand Coldwater Creek’s Brand Territory

Shonk-Simmons believes in looking at popular culture for clues as to what will be the next big trend in merchandising. However, she cautions, you also have to pay careful attention to your brand.

In the case of Milepost Four, which was sold in July to RKC MAIL LLC, Coldwater Creek also proves that it’s smart about staying close to its core customer. It made sense for Milepost Four to be marketed by a company that had more affinity with male customers, Shonk-Simmons says. Coldwater Creek’s customer database is nearly all women.