Big brands in Hawaii must balance national image with local ties

There are many obstacles for big box retailers entering the Hawaii market, from shipping to finding real estate, but a more subjective challenge arises when retailers finally move in — and that is, how to fit in? It’s a common question that big brands must ask, especially in the Hawaii market that is characterized by the intangible aloha spirit — a way of living that big brands don’t encounter anywhere else in the world...