Crisis management in action: When British women’s activewear brand Sweaty Betty closed all its shops overnight during the coronavirus pandemic it ramped up its digital offering. As an omni-channel brand, active in both the physical and digital realms, Sweaty Betty was able to move some of their retail team into customer care and brought all store stock back to one warehouse. On top of that, the brand entered the China market in February 2021 through Tmall Global.

This is the third video in a three-part series on British brands entering China, hosted by retail and consumer expert Stacey Widlitz.