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