market conditions, including global economic pressures and shifts in consumer behavior. Its multichannel strategy has been key to resilience. With 10 retail stores, a strong online presence, and established wholesale channels, ELK balances performance across different platforms. Retail remains the strongest performer, offering customers a tactile, immersive experience. Online sales, which surged during the pandemic, continue to provide reach but face challenges as the digital marketplace grows more crowded. Wholesale sales are declining but still valuable, especially for brand exposure. This diversified model has allowed ELK to adapt quickly to changing market conditions. “No single channel can carry the business alone,” Marnie explains. “They support and balance each other.” INNOVATION, TECHNOLOGY, AND SUSTAINABILITY Looking to the future, ELK is focused on three priorities: innovation, technology, and sustainability. The company has already submitted its Science Based Targets initiative (SBTi) program for netzero goals, signaling its long-term commitment to reducing emissions. Embracing technology, ELK is exploring the use of AI tools to improve efficiency and reduce waste in areas like inventory management and design forecasting. 67 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 09 ELK
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