Articles by David Lemley

You’d think that when it comes to sports and outdoor merchandise, packaging would pack a punch.

So many retailers are at a standstill. They often blame it on a sluggish economy. However, is that really the problem?

There’s a lot of “good” packaging out there: packaging that might move some products but doesn’t build category-owning brands. In other words, it’s adequate, but it isn’t great.