Marketing Idea No. 160 – Fashion Branding and developing a signature

The fashion brands in Bangladesh are caught in a similar narrow space. They are either fighting the battle in “ethnic wear” space or the “new gen-yo” space.

Which is why, without the label, can you tell which clothing belongs to which fashion house?

I sincerely doubt it.

A breath of fresh air in this regard is the “Tanzim” line of clothing from Ecstacy.

With bold branding (All clothing has the name “Tanzim” written at the back in a big bold manner), this clearly stands out. Tommy Hilfiger did the same with his successful brand back in the early 90s.

When the black culture is just emerging as the powerful trend of the 90s, Hilfiger made clothing exclusively for the black people and staying true to the black & bold nature, all his clothing had “Tommy Hilfiger” logo in a larger than life fashion.

Thats one way of doing it. But surely there are many other stuff fashion houses can do.

Look what Deshal is doing. You can clearly recognize a Deshal kameez from distance.

The same was true for Jatra for a while.

But can the same be claimed for DD? For Almira?

Who said all trendy youth stuff has to look the same?
Not every youth has the same taste.

Fashion is tricky business. To survive one has to ride the waves well. And when you are high, ensure that you are prepared for the next wave. Because if you dont have a signature line of clothing, you are nothing but a shop in market space.

Marketing Idea No. 159 – Home support service marketing

These days we see a lot of corporate support services. One group is supplying the cleaners, one is doing the catering, one is supplying drivers; so and so forth.

Given the success that these corporate support service brands have enjoyed, its a question why these B2B services cant be replicated for consumer market.

We are all struggling when it comes to support services in our daily household routines. And that is no thanks to the hectic lifestyle we are adopting. But the quality of the sporadic support we get is very unreliable and poor. The housemaids are leaving every 3 months. The drivers are involved in car and oil theft. Given the scenario, wouldnt it be great if one brand can come up with a solution for all sorts of home based support services?

No more standing in line for paying bills. No more late evening shopping after an exhausting office day. No more day care bills for baby maintenance. No more worries about driver stealing car parts. The trusthworthiness of these support service brands can take care of all these worries and meet the demand of a desperate market.

Marketing Idea No. 158 – How to make the least valuable customers feel like they are at top of the world

The basic idea of all kinds of customer relationship management is treating different customers differently. If that may be the case, should we treat low value customers like second grade citizen?

 You cant. And that’s where CRM activities miss the bus. You cant give the CEO the window seat and company executive the aisle seat and expect them to be okay about it. The low value customers will never justify your move by saying to themselves “Hey, that guy gives the company so and so money so he should stand first in line all the time, and I should eat the humble pie and be delighted with mediocre service.”  

Even your least value providing customer won’t be happy with that. He will want the same level of service like your most value providing customers. That’s why if you give your most valuable customers the best seat, give the other customer something different to make up. Give him extra service. Smile more at him. Give him a free candy. It can be small, and less costly. But whatever it is, you have to make the less valued customer feel that he is getting preferential treatment like other more valuable customers.  

The trick is to make him feel like that with less cost.