The Body Shop design: an evolving retail brand identity

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies.

Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings – The Body Shop is a global manufacturer and retailer of naturally inspired, ethically produced beauty products and cosmetics. The first store opened in the UK in 1976, to sell a range of 25 home-made and hand-mixed products. It quickly became apparent that consumers were willing to pay for environmentally friendly merchandise and the company has since expanded to sell over 1,200 products in more than 2,100 outlets spanning 55 countries.

Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.