"Starbucks has faced mounting challenges after decades as a seemingly untouchable coffee giant, in part due to its heavy focus on transactional growth at the expense of loyal customers who helped make it an iconic brand. "In trying to scale faster, Starbucks has drifted away from the emotional core that built its global following," Amazon Business Analyst Saswat Sidhant Prusty told Coffee Intelligence."
"Starbucks ( SBUX) has hired Neiv Toledano as its new Head of Fashion and Beauty for the Brand Activation team. While the company has collaborated with fashion and beauty partners in the past, this newly created role is the first of its kind, since it's dedicated solely to the development of strategy and execution in the space. Toledano brings her experience working with major consumer brands across social media and marketing."
Starbucks experienced mounting challenges after decades as a dominant coffee brand, partly from prioritizing transactional growth over loyal customers. External pressures such as economic uncertainty, rising operational costs, inflation-driven consumer spending slowdown, and shifting industry trends weakened financial performance and mirrored broader foodservice struggles. The company initiated a "Back to Starbucks" turnaround plan to correct strategic missteps and restore core brand strengths. As part of the effort, Starbucks is expanding into fashion and beauty by creating a new Head of Fashion and Beauty role and hiring Neiv Toledano, who brings social media and brand marketing experience from major consumer brands.
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