| Spring fashion for men is alive with lumberjack | | | | gain. |
| checks and dainty floral, masculinity and femininity | | | | One of the core principles of marketing is |
| vying for top spot, we know who will win. This | | | | “determine the needs and wants of your |
| seasons floral patterns are reminiscent of the | | | | target audience and then supply accordingly” |
| 70’s, and checks, well if you think lumberjack | | | | Listen to your customers, give them what they |
| checks originated in America, sorry to spoil the | | | | want. Focus on getting the product right: The |
| party but their roots can easily be traced back to | | | | product, the product, the product. You can have a |
| the Scottish tartan. | | | | bunch of well trained staff with poor attitudes and |
| “You take the high road and I’ll take the | | | | you’re not much further ahead or different |
| low road and I’ll be in Scotland afore ye, but | | | | from your competitors. |
| me and my true love will never meet again on | | | | Take the example of Singapore Airlines, one of |
| the bonny, bonny banks of Loch Lomond” | | | | only two services to make a continuous profit for |
| This old Scottish tune has been around a wee | | | | more than 30 years. They have a bunch of well |
| while, but the Kilt and the tartan check have been | | | | trained staff with good attitude. In fact their staff |
| around far more than a wee while. Certainly long | | | | selection process focuses on selecting new staff |
| before any whiskey toting lumberjack swung an | | | | with good attitude. The technical training is easy. |
| axe through the air Rambo style and sunk it into | | | | If retailers want to differentiate from the pack, |
| the heartwood of an old pine, no sire, “shiver | | | | why not treat your customers with respect |
| me timbers” | | | | rather than “punters” |
| The cat walks are a blaze with checks and floral. | | | | Late last year we launched a new unknown brand |
| Soon to be conservatively washed down for the | | | | of silk ties, after much listening to customers and |
| high street stores and, no doubt they’ll all look | | | | researching the keywords they were typing into |
| pretty much the same, it’s just another | | | | search engines. We tested our theory by selecting |
| name. Certain styles are never far from the | | | | conservative and out of ordinary styles. The out |
| fashion cycle, like tweed, checks, floral, they just | | | | of ordinary won out because we new customers |
| go into orbit for a while and then coming crashing | | | | were looking for something different. |
| back to earth. Westwood realised the longevity in | | | | We picked colours that reflect the hues of any |
| Tartan. For many years she has used its patterns | | | | season spring, summer, autumn and winter. |
| and colours wisely, more recently in some great | | | | Married them to a pattern that cannot be |
| looking tote alls. | | | | categorised, it is abstract, but symmetrical, |
| At the end of the day, retailers large and small, | | | | conservative or non. And then to add depth and |
| online, or on high street have to give customers | | | | interest we selected heavily textured silk twill. |
| what they want, such is the fete of this industry. | | | | The experiment worked from all angles. The |
| Shifting slightly: | | | | Abstract and other floral sold out, prompting us to |
| I read an article published in England’s number | | | | order more fabric. The conventional checks and |
| one business fashion weekly “Drapers”, | | | | stripes did poorly. We determined the needs and |
| titled “Exploit your assets to temp | | | | wants of our customers and supplied accordingly |
| shoppers” It’s always been my opinion | | | | without any fuss or bother. |
| that customers are a retailers biggest assets. The | | | | We are very happy with our little experiment and |
| article went on to advise; “In short, retailers | | | | soon will attempt the same with cuflinks |
| should deliver a higher standard of service to get | | | | . |
| customers’ attention. By doing the basics well, | | | | There is a lot of room to grow and move in |
| and working in some magic, the brands on offer | | | | men’s fashion accessories, the market as we |
| will inspire and delight customers and get them | | | | see it is very generic and undersupplied, it’s |
| spending more” Well if this topic is open for | | | | like fruit ripe for picking. And we aim to make a |
| debate, then why create a mirage? Customers | | | | difference, albeit in a small way, because we are |
| will see through it pretty quickly. It’s not | | | | different. |
| about working in some magic, that sort of stuff | | | | To conclude: Focus on getting the product right |
| might work in the circus. Creating an illusion is | | | | (colour, pattern, texture, quality and price point) |
| short term strategy and just a knee-jerk reaction | | | | listen to your customers, deliver in accordance |
| to a changing market. More focus on the thing | | | | with their demands, supported by right attitude |
| that will generate revenue, rather than dreaming | | | | and a consistently good level of service. Focus on |
| up ways to make more profit out of customers | | | | the thing that will generate revenue. And most |
| would be a good strategy. In other words focus | | | | importantly “begin with the end in mind” |
| on the product, the style, colour, pattern, texture | | | | Prepare a strategy that is workable enough to be |
| and most importantly quality. Retailers must build | | | | a constant guide through good and bad times. |
| trust in their customers, sincerity is key to building | | | | Avoid knee jerk reactions. A strategy will act as |
| long term relationships, within and without. | | | | your compass. Finally, sincerity is key, no magic, |
| The article also advised investing in training staff. | | | | and no smoke screens. |
| All well and good, but you can’t teach people | | | | This is just my opinion, is there a cat amongst |
| good attitude if they ain’t got it. You could be | | | | the pigeons? |
| investing a lot of time and money for short term | | | | |