In less than 5 years, Avon has lost nearly half of its revenue, fallen off of the S&P 500, left the DSA, and lost 40% of the value of its stock. One has to wonder what other direct-selling companies can learn from this. In an article in the Wall Street Journal, they explore the reasons why:
Everyone seems to know who the Avon lady is—except for Avon.
The company is struggling with its identity. It remains heavily entrenched in the U.S., even though most of its business is abroad. It is one of the biggest direct sellers of beauty products and relies heavily on personal relationships, but it lagged behind in developing an online strategy and hasn’t capitalized on the opportunities of social media. And while its focus is beauty, its representatives are busy