Category: Marketing
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Too focused on what men want- The old Victoria’s Secret marketing approach
“It was all push-up bras that were made for not necessarily what women want to wear, but made for what [Victoria’s Secret] thought men would want.” Janine Stichter of Jefferies as quoted by CNN Previously, I introduced the idea of self-concept and the three selves. Today, I’m focused on the “real image,” or how others…
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Hi, which you are you shopping for today?
I went clothes shopping the other day. I had this vision in my head of what I wanted to buy: a look that was my pulled together, one that told the world that I was confident and capable. If someone had asked me who I was shopping for, I likely would have said, “Myself,” but…
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Maybe dupes aren’t as bad as I thought
It questioned whether Gen Z’s love of dupes was a problem for luxury brands. I The examples used were the viral dupes for a Bottega Veneta bag and a pair of Celine sunglasses. The question then was whether or not this would hurt those brands. If Gen Z goes with the less expensive alternative, is…
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1 star reviews can actually be a good thing
One thing that I absolutely hate is when people leave 1 star reviews for products that they have never bought. Or that they bought and don’t like, through no fault of the product. Like the person who bought regulation soccer shorts and hated they had no pockets. The shorts were designed specifically to fit within…
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The beauty of in-store shopping: Or what would get me in store
People love online shopping. I like online shopping. It is convenient. You can look at multiple options while binging Netflix and with unpresentable hair. But you can’t touch anything. And after years of being fearful of touching, I want to touch something. Not to mention, I, like I imagine others do, want what I want…
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Do I look like I can’t afford this?: Or how to lose a sale
On multiple occasions, when I have been looking at a particular product at a higher price point, I have had salespeople try and push me to the lower price alternative. That always seemed weird to me. Aren’t you supposed to upsell me? At the end, it made me think about their perceptions about me and…
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So I walked into a high end department store
Recently on my trip to Atlanta, I found myself just across from Phipps Plaza, one of the city’s luxury shopping destinations. I decided to go in and let myself admire things and window shop. And while I was at it, I allowed myself a little skincare treat, because I had forgotten my moisturizer at home.…
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Deinfluencing, or brands’ shift from influencer marketing
The term I learned today? Deinfluencing. It refers to a backlash against influencer marketing. People have grown tired of viral products, sponsored posts, and disengenous product recommendations. Luxury brands are now pivoting away from their current influencer strategy towards something that connects better. When the so-called influencer came about, or was sought after by marketing…
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What people might want for in-store customer service
When I’m in stores, one thing that has always baffled me is when guests refuse help. They sit there, raking through many hangers instead of asking if their desired size or color is in stock. Or they wonder around, looking determined to find a particular thing but refuse to pointed in that direction. Given the…
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When the store associate asks, “Can I help you?”
I have a legitimate question. When I see a guest searching for something frantically, why is that she will say no, when associates ask for help. As a customer, I know to be weary of pushy sales associates trying to rack up their commission. They sometimes push you to buy things you don’t want. But…
A Wren Says 