Creating the Ultimate Luxury Fashion Customer Experience
Lane Bryant: Creating a Body Positive Customer Experience
Experiencing the Charm Behind the Pandora Charms
Emma affectionately gazed at the new charm on her bracelet, the Eiffel Tower, as she flew back home. Unable to resist the urge, she had also purchased a Safari charm at the Paris Pandora store. Now playing with it, she smiled as she pictured herself exploring the Ngorongoro Conservation Area in Tanzania. Meanwhile, at Milan’s Pandora store, Anna and her parents eagerly scanned the showcases for the perfect charm to celebrate her acceptance into her dream school – York University’s Schulich School of Business. “I think you should go with the Brighton Lipstick Charm! It’s perfect for an aspiring business woman like you,” said the charming salesperson. Like many women, Emma and Anna have figured out the ideal way of expressing their deepest interests and aspirations: through Pandora charms.
Building Retro Brands: Harley Davidson and the 4 As
After a seemingly unstoppable growth period during the beginning of the 21st century, the iconic American brand Harley Davidson was in serious trouble. Not only did the 2008 global economic crisis hit it hard, but more importantly, its core target market was shrinking fast (Seizemore 2013). Composed primarily of American Baby Boomer males, this aging demographic had plenty of disposable income and sought an escape from the monotony of daily life by indulging their long-lost aspirations of rebellion (Holt 2004). As profitable as this market segment once was, Harley Davidson had no choice but to shift branding gears and create new customer experiences.
Valentine's Day: A Global Perspective
This week, people all around the world will make very similar consumer decisions: buying a card, ordering flowers, getting chocolate, and booking a nice restaurant. With Valentine’s Day fast approaching, it seems that we are celebrating our feelings in a global village of love and romantic consumption. But is there more to the event than meets the commercial eye?
How Beyoncé Made Market-Based Feminism Work
Creating the New Man
Chivalry may not be dead, but today’s “modern man” is much different from days of old: he applies moisturizer and even wears makeup. While you may accept this as the norm (or find it shocking that we are even calling attention to it), it’s important to acknowledge it hasn’t always been this way. Sure our fathers applied Brut and Brylcreem, but these were basic items, commodities of sorts. Today it’s much more complicated.
The Power of Objects in Customer Experience Design
Ever thought about why there is a nicely decorated table in every Pottery Barn? Objects have been traditionally marketed through the marketing mix using the four Ps to make products more appealing to consumers. However, objects can be more than something that is leveraged through product, price, promotion and place.
Designing Retail for Women
How Marketers Made (and Remade) Diamonds a Girl’s Best Friend
Why Brandy Melville Should Listen to Its Plus-Size Fans
Brandy Melville offers fashion for "diverse California girls." And in Brandy Melville's opinion, this diversity is reflected in one size: small. "I don't think it causes a negative effect on the body image of any one of our shoppers because anyone can come in the store and find something. At other places, certain people can't find things at all."
