Focus on the core
I went to another BCAMA event today (BC Marketing Association). Topic was marketing in the fashion industry. It was a panel presentation with three very diverse fashion retailers - Bootlegger, Westcomb and Aritzia . My light bulb moment: I'll never be an Aritzia customer and they don't care - nor should they. Why are these 3 retailers successful? Because they know and focus on their core customer. They know who they are and don't try to be anything else. My favourite line from Sally Parrott ( Aritzia ) is that they really don't care about the 'non' Aritzia customer and don't spend any money trying to attract them. They focus on their brand demographic and getting them into their stores to experience the Aritzia brand. And I have to begrudgingly agree with their strategy of staying focused on that 15-35 year old. If they grew their product offering to older or younger women they would likely lose their core. Bootlegger tells a similar story. They had to ...