Ian, as always a stimulating piece. For me, you have answered your own question. Mono stores are "right" when it is the right option to deliver specific goals. Many of the large consultancies have purveyors of the "right" paradigm, in effect recommending a one size fits all, leading to a vanilla flavour and profit destroying adventures. Brands that succeed over a the long run are clear what they stand for and how to bring themselves to life, if necessary changing their channel approach.
Ian, as always a stimulating piece. For me, you have answered your own question. Mono stores are "right" when it is the right option to deliver specific goals. Many of the large consultancies have purveyors of the "right" paradigm, in effect recommending a one size fits all, leading to a vanilla flavour and profit destroying adventures. Brands that succeed over a the long run are clear what they stand for and how to bring themselves to life, if necessary changing their channel approach.