A Wren Says

I made a post that discussed a comment from Daniel Roseberry, who declared that he had no interest in making Schiaparelli like Zara for rich people. As the creative director for the brand, he had no interest in making a more accessible product because that wouldn’t serve his business interest. His clients don’t want that. On the other hand, this is how JCPenney positioned itself in a press release this way, “JCPenney, the shopping destination for America’s diverse, working families.”  JCPenney would love to be perceived as accessible financially. That fits its market. And let’s not forget Free Assembly is marketed as “Inclusively at WalMart.”

It makes me think more about positioning, the ideas of accessibility and exclusivity and how they can be played with depending on how a brand wants to be perceived. A luxury brand may want to be see as largely unattainable, because it is catering to people who want to feel distinguished from everyone else. Whereas a lower priced brand aiming for market saturation would want more people to identify with and buy their products. I can’t say whether one way is right or wrong, it depends on what you’re trying to do.

That’s all I got, just short reflection for today. But what do you think about this?