7 Common Fashion Brand Management Mistakes

Great Fashion Brands Sell A Promise, Much More Than Products

It’s easy to think of fashion, consumer or retail brands that have lost substantial brand value over the decades. A great example is Talbot’s, once a venerable specialty retail force that sold customers a promise of the well-bred New England costal life. They also happened to sell preppy clothes and accessories. Over decades and several owners, the brand has been diluted to a unremarkable chain of apparel stores, a mere shadow of it’s storied past.

Great brands sell a relatable promise, values and even fantasies at an accepted value/price relationship. Products are number one, but it so much more than product. If you can’t identify and express this “magic quotient” in your fashion or retail brand, you have a serious problem. This is a big part of the “why me?” of a brand.

The “magic” is often so intangible that owners, managers, finance, merchandisers and even creative staff don’t get it. They find themselves stewards of a brand without the know-how to take it forward, without losing it’s soul. They collectively tinker with the recipe, ending up with a thin soup. Their individual actions are often random and lack a singular vision.

7 Common Fashion Brand Management Mistakes

Consumer goods, especially apparel, home and footwear markets are brutally competitive today. Brand relevance and management has never been more critical in these fashion businesses. Here are 7 common fashion brand management mistakes:

  • The brand doesn’t have a clearly understood brand promise that the whole organization works from.
  • The company targets the wrong persona for the brand.
  • The products aren’t compelling and/or full of mixed messages. They extend the brand into new categories without a shepherd with a consistent vision.
  • Companies have the wrong people in key positions. Creative directors are often the brand visionary and steward for brand integrity across the organization. Hiring a poor creative leader can have disastrous results. A great creative director can get the best out of an average design and marketing team. They have to be clear , motivational leaders and able to stand up to equally senior employees in the company.
  • Companies sometimes overly-empower newly-minted designers, assuming they innately know what customers want. Experience does matter.
  • Design, merchandising and sales teams continue to repeat the same products without evolving the products for modern needs and relevance. They may be blind to demographic and fashion trends that affect the brand. Some insiders resist change.
  • Sometimes management outsources brand reinvention to branding and marketing agencies without the experience or market knowledge to make sense of the real path to growth.

Sorel,  A Perfect Case Study in Brand Evolution

Whether a brand is two, five years or many decades old, it’s value and brand promise has to be continually monitored for current relevance. It’s difficult to turn around a flagging brand, not impossible, when things have gone too far. I perfect case study is Sorel of Ontario, Canada.

Sorel was a men’s and women’s winter boot brand owned by Kaufman Rubber Company started in 1962 in Canada. At one point, they were one of the largest suppliers of waterproof “outdoor” boots in the world.

In 2000, the brand was bought out of bankruptcy for $8 million by Columbia Sportswear, of Beaverton, OR. The line plodded along until 2008, when they decided to revamp the brand. Sorel is now a big growth story at Columbia and was projected to do $200M in 2015 sales. (sales were $60M in 2009).

Sorel president Mark Nenow is quoted as saying to Bloomberg… “We’re going to make it about style, we’re going to make it about premium, we’re going to make it about design, we’re going to make it impossible to ignore.” He also said it is going to be about women, women, women.”  They started to make more feminine boot styles aimed at urban, fashion conscious women. The strategy upped the fashion ante, within the framework of brand heritage. Design and marketing delivered a consistent message. Sales grew rapidly.

They tried a pop-up shop in Manhattan in December of 2014 and it was a hit. It became their first permanent store. They recently opened a store in Burlington, MA.

This store stopped me in my tracks. It put Sorel in a whole new light for me, from “that boot brand” to “I gotta have it”.  They didn’t take the expected route of an “outdoor” store with winter and mountain references. It has a nod to heritage with their polar bear logo in a fun wall patchwork, but the brand experience is a hip, fashion store with rustic contemporary displays and lighting.

They now design a complementary  collection of innovative, “active, boot-inspired” sandals and booties that would make any fashion lover swoon, whatever the season. The newborns have the DNA of the traditional classic boots. They’re sexy, edgy and rugged.

I think about the marketing journey I travelled to see the brand as fashion, instead of functional winter boots. Fashion credibility started by seeing the boots at Nordstrom, but experiencing their store and the unique shoe collection changed my perception entirely. I can’t say I saw anything on social or other media. It was the store and the shoes that changed everything.

Sorel is the perfect example of a heritage fashion brand with a modern evolution. Genius!

 

Some other posts you might enjoy:

Are The Sporting Goods & Outdoor Industries in a Death Spiral

The New Definition of Athletic Apparel

Decoding Millennial Shopping Traits & Habits

The Dix & Pond Blog, by Stephanie Bernier is the blog of  Dix & Pond Consulting, a Boston-based, company that consults on trends, creative direction, brand experience, business strategy, product development and merchandising. Clients include retailers, apparel, footwear & consumer companies.  CONTACT US TODAY! 

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How to Increase Traffic & Conversions on Your Ecommerce Website

Most ecommerce companies say they their number one goal is to increase visitor traffic and conversions.

The Internet is enormously competitive and crowded today. BTC and BTB ecommerce companies need to be doing everything possible to be found in searches and from online and offline marketing techniques. This is equally important for startups, established brands and long time retail websites.

Some startup entrepreneurs have a great looking website and are surprised by how few sales they are making. They frantically wonder, “How can I get more viewers to my site?” Some retailers have been selling online for years and see visits to their site down trending and bounces rising. They are in panic mode asking “Why is my site getting less traffic and conversions? Should we be trying new marketing strategies or a redesign?”

There are many things you can do to improve your traffic. Here is an eight point checklist on the best ways to increase visits to your fashion apparel, accessory, footwear, home or consumer product site. CLICK TO READ THE CHECKLIST.

How to increase your web traffic

The Dix & Pond Blog is the blog of Dix & Pond Consulting,  a Boston-based, company that consults on business and brand strategy, product development, creative direction, merchandising and executive coaching for apparel, footwear, home & consumer products companies.

Thank you for liking and sharing this, if you enjoyed the post!  Follow me to get the latest posts!

Decoding Millennial Shopping Traits & Habits

Decoding Millennial female shopping habits has become an obsession for companies, marketers, researchers and bloggers alike. Because this group is so large, the Millennial female is seen as the present and future of retail and understanding her is key to their success. There is endless hypothesis on what she wants and how she shops.

Millennials represent almost a quarter of the US population.

Millennials represent almost a quarter of the US population.

Who are Millennials?

According to the US Census Bureau Millennials are people born between 1982 and 2000. That makes them 33 to 15 years old. This group represents 83.1 million people and is more than one quarter of the US population. Baby Boomers, the formerly largest population group, is those born between 1946 and 1964. They are ages 69 to 51. Obviously Baby Boomers are getting smaller as the group ages. However they are still a large group and the wealthiest population in US history, so cannot be overlooked, by retailers.

Defining Millennial people ranging in age 15-33 as one homogeneous group, has it’s pitfalls. The life stages of teen priorities versus a young adult building a grown-up life, are quite different.

Teen’s lives focus on their school career, friends, social events, sports and maybe a part-time job. They generally want to “fit-in” with peers. Their money is mostly spent on fashion, technology and entertainment.

Young adults post-college, are socializing, building careers, getting married, setting up first homes and having children. They are socially influenced, but with maturity, they lean more toward more individualism. They are entering the part of their lives when they start to be adult consumers for wedding services, home goods, cars, insurance, housing, etc.

There are some generalizations you can make for all Millennials:

  • They are very budget conscious and serious deal seekers. Obviously, teens have limited spending power. Young adults are coping with weak employment, stagnant wages, unprecedented school debt and dealing with rapidly rising rents, as they start making larger, adult life purchases.
  • They are digitally savvy. The younger Millennials have grown up with technology all their lives.
  • Because of technology they access information and discover new brands continuously. They are very informed, brand aware and also brand agnostic for many items. They move on quickly to the next big thing.
  • They are very influenced by peers through social media and word-of-mouth.
  • They love to “share” the shopping experience.
  • They are more racially diverse than previous generations, because of immigration and higher birth rates in some groups. According to the US Census, 44.2 percent of Millennials are part of a minority race or ethnic group (other than non-Hispanic white).

Big Shifts in Retail Because of Millennials

It is no wonder why certain shopping channels or habits, have risen dramatically in the past several years, as they are driven by Millennial shoppers:

  • Fast Fashion: This frugal, diverse group has driven the meteoric rise of fast fashion stores such as Forever 21, H&M, Zara, Old Navy and will ensure the success of US newcomer Primark. These fast turning, cheap stores are just what the budget conscious Millennial wants. She can find a wide range of looks to meet her diverse cultural tastes. Being brand agnostic for apparel, the deal is more important than the label.
  • Online and brick and mortar consignment stores: The market for consignment of apparel, handbags accessories, jewelry and shoes is booming. This is a perfect solution for the budget conscious and brand aware Millennial. She can consign her discards on the same site as she picks up used, pricey branded items at a fraction of the cost. See sites such as Poshmark, ThredUp and Tradesy.
  • Rental fashion sites: Millennials drive the sharing economy. These tight-fisted, brand aware females get the brands they love on rental or rent to purchase sites of designer, everyday, wedding, plus size and maternity clothes such as Rent The Runway, Le Tote, Mine for Nine, Gwynnie Bee and Borrowing Magnolia.
  • Mass customization: The individualist Millennial has driven the trend of brand customization online for apparel, sneakers, handbags, jewelry, etc.
  • Social shopping: Millennials love to share… their photos, purchases, experiences and thoughts, like no generation before. Social sharing sites like Instagram, SnapChat, Pinterest, Facebook, etc. give them a platform for approval or to boast about their fashion finds. They can shop while simultaneously sending photos to friends for approval. They can see what friends are already wearing, too.
  • They do their research: This is the information generation. They do their homework online before making a purchase. They scout out the best deals, look for coupons and comparison shop to stretch their budget. More often than not they make the final purchase in-store however. E-commerce has grown tremendously, but brick and mortar sales still represent over 90% of retail sales.

In review, if targeting the Millennial customer you have to consider her life stage and culturally diverse tastes. She can’t be thought of as like-minded thinkers. Millennials  like to engage with brands that share their values, but can be brand agnostic and fickle. This is the greatest information and sharing generation, that loves to score a great deal.

Dix&Pond is the blog of Dix & Pond Consulting, Boston-based, product development, creative, branding, business consulting and executive coaching for apparel, footwear, home & consumer products companies and retail analysts. Follow me to get the latest posts

Thank you for liking and sharing this, if you enjoyed the post!

How to Create a Great Fashion Website

The 4 Key Design Elements of The Best Fashion Websites

The 4 Key Design Elements of The Best Fashion Websites

Fashion is an emotionally-driven purchase and it is challenging to create a fully engaging brand experience with limited sensory elements in 2D on the web. To sell fashion successfully online, it takes differentiated product, a strong brand identity and robust design. See the 4 key design elements of the best fashion e-commerce sites. A must read for fashion entrepreneurs, retailers, copywriters, graphic and web designers.

CLICK TO SEE THE WHOLE SLIDESHOW

6 Five-Star Specialty Retailers in a Lackluster Field

I was shopping in New York recently and feeling rather uninspired. I usually have an agenda, a new store or retailer, I am particularly excited about. Most large retailers make their own apparel and accessory products, so the watery soup is often spoiled by too many cooks, adding their managerial spice. It’s increasingly hard to find good retail theater, a strong brand identity and exciting, well-designed product, that hasn’t been tainted by levels of bureaucrats.

I challenged myself to come up with 6 “five-star” retailers that are doing an outstanding job, with a consistent brand experience and compelling fashion in a lackluster field:

1. Madewell, 2. Athleta, 3. Club Monaco, 4. Michael Kors, 5. Zara, 6. Lou & Grey

1. Madewell, 2. Athleta, 3. Club Monaco, 4. Michael Kors, 5. Zara, 6. Lou & Grey

Madewell – is the baby sister of J. Crew. I have been a long-time J. Crew proponent, even though the mothership has stumbled lately. Madewell is coming into its own with American casual classics, based around core denim pieces. You know to expect great jeans, chambray shirts, denim jackets, hip tees and knits, funky socks, rustic leather bags and shoes and slightly bohemian jewelry. The colors are simple and lean to the neutral side. The collection is totally wearable and much better-than-average quality for the price, a winning combination. This high-growth chain has little competition in the mall and will now be sold in Nordstrom as well.

Athleta – I was not a fan of fan of Athleta when Gap purchased it in 2008 for a mere $150 million. At the time their “zen-like” yoga prints and mass-market color sense paled against activewear, fashion pioneer Lululemon. Gap was betting on the powerful athleisure trend in apparel and has put their considerable product development muscle and resources behind the chain. They now have over 100 stores and have shed those expected “new-age” prints for a powerful collection of more urbane, sexy, forward clothing. They get that the athletic trend is worn as much out of the gym, as in, with their deep collection of cosmopolitan casual dresses, knit tops, bottoms and huge assortment of mix and match swimwear. I actually bought a $500 leather jacket at this formerly “perky” yoga chain and have never even done a downward dog.

Club Monaco – is a Canadian-based acquisition, part of the Ralph Lauren Corporation. Certainly not a household word, they only have approximately 140 stores worldwide. Club Monaco offers women’s and men’s collections of modern, urbane classics at affordable luxury prices points. Tasteful, upscale and contemporary, they are especially strong in knit tops, dresses, jackets, skirts and accessories for work and play. The quality of design and materials, far exceeds the price points to make Club Monaco a fairly hidden gem.

Michael Kors – Wandering through Macy’s first floor flagship the other day, I was blown away by the crowd of at least 40 people in the Michael Kors shop. The Coach concession across the hall had 2 visitors. it wasn’t a special event, it was business as usual for this hot-shot, brand-of-the-moment.

Michael Kors is a text-book example of consistent branding. The uber-glam handbags, watches, shoes and “bit of an after note”, clothing are precisely on the same urbane plane. Their stores, website, marketing collateral and product are as in sync as an Argentine tango. Chock it up as a real designer with one eye for everything. Even if you are getting tired of his ubiquitous bags, this brand is fashion branding royalty.

Zara – is fast-fashion at it’s finest. Owned by Spanish parent Inditex, in my book it blows away competitors H&M and Forever 21. They consistently put out easy-to-shop collections of fashion forward apparel and accessories, that defy their puny price points. Taken out of context the styling and quality could be mistaken for some of the best. There is no doubt what to expect at Zara, the best fashion trends in real-time, at really low prices. Zara brand profile as fashion leader, is crystal clear.

Lou & Grey – is a new free-standing store concept brand from parent Ann, Inc. It was born from the success of loungy apparel in their Loft chain. When I stumbled upon the Natick, Ma concept store, I was pleasantly surprised by the small sophisticated, upscale environment and compelling collection of lifestyle casual apparel and earthy accessories. This is the best thing Ann Inc. has done in a while. It is easier to do something new than reinvent history. Ann Taylor and Loft have become sterilized versions of their glory days with poor quality, dull offerings and banal stores. Currently only 7 stores,  Lou & Grey is one to watch.

Dix&Pond is the blog of Dix & Pond Consulting Creative and strategic consulting for retail, wholesale apparel, footwear, consumer products and branding agencies. Follow me to get the latest posts

Fashion Activewear Wins the Gold

Let’s face it, there is too much apparel offered for the North American market to absorb. Strong evidence is that most price points of casual apparel, haven’t risen in decades. Part of the deflation was the elimination of quotas. The main reason is when there is an over-supply of something, it loses pricing power.  40-60% off anyone?Fashion Activewear

Another factor is a lack of excitement in casual fashion. Year after year, we see endless commodity tees, jeans and shorts,  Big yawn.

There is a bright spot. Athletic wear, active wear, performance apparel, whatever you call it, is dominating casual fashion. These industry terms are nothing more than comfortable casual clothes, in unique fabrics that flatter the body, while taking a beating. Appearing active provides an “in” to the hip club of people who care about their bodies and wellness; even if most people will never do yoga or run a marathon.There has been fashion “risk taking” in silhouettes and fabrics in the active category. Lululemon even with their recent pant and PR foibles has dominated by offering compelling fashion in a range of technical fabrics.  They broke all the dreary rules of developing safe, cheap active apparel. Dense and constructed fabrics smooth flaws and support the body.  High prices are part of the status appeal. The offer continuous newness. Rule breakers often find opportunity in the road-less-traveled.

Who cares if clothes are anti-stink, moisture wicking or breathable, if you aren’t wearing them to exercise? They have supernatural powers to make the wearer feel sexier, current and part of the aspirational “it” club. Fashion is about emotion after all. Under Armour, the other dominant brand, born from apparel roots, understands they are selling “power” not poly. (Under Armour’s 2013’s revenue grew 27.1%) Companies with a strong “brand promise” have pricing power.

Smartly, Nike understands the trend and stepped up their apparel game compared to most footwear companies. Nike announced that its branded apparel has grown by 40% in the last 3 years!  This isn’t true for most footwear brands, creating humdrum clothing, as an afterthought. There is a mushrooming market for fashion-driven active brands like Michi, Prism Sport, Koral and Stella MCartney for Adidas. You can see others on the newly launched, active fashion ecommerce site, Carbon 38.  

Dix&Pond is the blog of Dix & Pond Consulting Creative and strategic consulting for retail, wholesale apparel,  footwear, consumer products and branding agencies. Follow me to get the latest posts

Reality Check for Abercrombie

Abercrombie and Fitch has negotiated a new contact with long-time CEO Michael Jefferies after an activist investor had called for his replacement. After years of lagging return on investment the controversial CEO has lived to see another day.

Hollister men's and women's

Hollister men’s and women’s

Jefferies is among a small cadre of visionary retail executives and a known micro-manager. He remade a tiny travel and sporting goods retailer in the ’80’s into a teen retail powerhouse. It has been a rocky road laced with discrimination lawsuits and boycotts over policies and racy marketing.

When a customer choses to shop a specialty store they already relate to the brand on some level. Most customers visiting an Abercrombie & Fitch, Hollister or Gilly Hicks store aren’t discovering the store for the first time. They already identify with the upscale, American, traditional style, with a big dose of teenage sexual tension.

The appeal of the brand experience is the “maybe I’m too young to be here” rich decor, dim lighting, loud music and strong fragrance wafting through the air. It is retail theater at its best, even if it is a tad annoying for the credit card-carrying accomplice. I actually love to visit Gilly Hicks. (Too bad they are closing them down to focus on their core business.)

Things have changed in teen retail since the boom times post-Recession. The last few years have seen the explosion of fast fashion emporiums of Forever 21, H&M and Zara.

Abercrombie Holiday 2013

Abercrombie Holiday 2013

Forever 21 operates very large stores that carry complete looks… apparel, accessories and shoes merchandised throughout the store. A budget conscious Millennial can walk out with an armload of cheap chic clothing and accessories for $50. They serve up a huge range of fashion and uber-edgy looks in less than stellar quality, but most of their customers don’t care. They sell them in women’s, Love 21 sizes which area a bit bigger and plus sizes as well. No girl leaves Forever 21 without finding something that fits.

Abercrombie is stuck in the flip phone era of teen fashion. It is not the appeal of their clubby stores. It was their original calculation not to promote during the height of the Recession and their unwillingness to face the reality that today kids are bigger, than their cultural vision of a preppy, blonde waif. The narrow-minded intention to cut everything close to the bone has cost them significant sales. What store today can afford to lose a motivated customer segment over 1-2”?

 I can personally attest to this. My 13-year-old niece (who proclaims Gilly Hicks her favorite store) has been slightly bigger than the Gilly Hicks size large since she was 11 1/2. She relates to their clean, lounge lifestyle and sporty looks. Unfortunately, 90% of what she tries on doesn’t fit because they don’t carry an extra-large. She can only buy their most oversized pieces. We usually walk out empty-handed, in spite of Gilly Hicks great promotional prices.

We don’t bother to shop Abercrombie, even though we both like the traditional aesthetic and quality of their merchandise. We know the styles are cut too small and she’ll end up discouraged. In fact, Abercrombie’s key competitive advantage over Forever 21 is their more traditional looks. There are plenty of girls in America that relate to A+F’s classics with a modern twist, over fast fashion; and there aren’t any other national retail brands for kids that offer modern, traditional looks. (Except American Eagle and Gap, which are quite different overall.)

Therefore, we end up at Forever 21. As an industry veteran I hate the quality, but we can always find something acceptable and reasonably tasteful in their giant assortment. My niece always leaves Forever 21 feeling good about herself.

If Jefferies wants to make his bonus performance targets in his last act (He’s 69) He is going to have to see the teen market as it is today. It’s not 2007.

Dix&Pond is the blog of Dix & Pond Consulting Creative and strategic consulting for retail, wholesale apparel,  footwear, consumer products and branding agencies. Follow me to get the latest posts

 

 

 

 

 

Will Fashion Still Drive Sports Apparel?

Active apparel has experienced significant growth over the past five years. According to Forbes magazine estimates, the global sports apparel market was worth $135 billion in 2012. It is no secret that Lululemon and Under Armour became the defacto leaders of the sports apparel industry in terms of fashion and overall growth rates. Nike, the largest player in sports apparel, upped their game significantly and their share of the overall activewear market increased from 3.9% in 2007 to 4.9% in 2012, according to Forbes.

Men's is a huge opportunity for Lululemon.

Men’s is a huge opportunity for Lululemon.

The sports apparel market was once controlled by male-dominated footwear companies that dished out low quality, masculine basics emblazoned with their logos. Apparel was a “foot note” in their bureaucratic shoe cultures, driven by industrial designers, on a rigid shoe production schedule with little understanding of fashion. This has been true of other shoe companies that extend into apparel as well. Apparel companies operate and think in a very different way. They tend to be more agile, trend driven, work closer to need and repeat very little season to season.

Under Armour was born from an apparel mentality. With its higher prices and slick styling, they quickly became the company to beat in men’s sports apparel. They added sex appeal and attainable luxury in a sea of dumpy poly/cotton logo tees. Lululemon came along and blew away every preconceived notion about the category. They proved consumers are willing to pay a premium for innovative feminine styling, flattering fits and exciting fashion color. They almost never discount and have trained their customers to buy now, with a  limited inventory on new styles. I see a huge future for this company. Women are introducing Lulu to their men and are a fixture in the dressing area with their female counterparts. They are currently constrained by their store count. I could see men’s growing significantly and a huge opportunity, if they did Lulu kids. Companies like Athleta and Title Nine aren’t real competition for Lululemon. They are riding the sports apparel wave, but their basic styling and “Zen-like” prints are more masculine, formulaic and old-school.

Lululemon and Under Armour brought fashion to a dead zone. The genie is out of the bottle and it is never going back. These companies offer “aspirational luxury” and consumers love wearing these comfy duds on the street, whether they participate in sports or not. Nike was smart to apply the same winning principles to their apparel without knocking off them off. These leaders are in constant forward motion. The future isn’t about commodity black yoga pants.

Flattering and feminine styles drive sales at Lululemon.

Flattering and feminine styles drive sales at Lululemon.

Brands create value with a unique vision that is consistent across their product lines and find the audience to whom it resonates. The challenge for footwear companies in apparel is their industrial design driven culture. Most athletic footwear companies apparel offerings aren’t consistent with their shoe brands. They tend to be less hip and very sports marketing driven. Women don’t care about athlete endorsements and they buy a lot more clothes than men. The market is wide open for another sports apparel brand with original ideas to grab market share.

Dix&Pond is the blog of Dix & Pond Consulting Creative and strategic consulting for retail, wholesale apparel,  footwear, consumer products and branding agencies. Follow me to get the latest posts

Restoration Hardware’s New Boston Home

RH's Boston store is a branding tour-de-force.

RH’s Boston store is a branding tour-de-force.

Expect to be awestruck, breathless, converted to a quiet, monastic, simple life. The Restoration Hardware (now called RH ) has completed their renovation of one of Boston’s most iconic Back Bay buildings into one of the most moving retail brand experiences I ever had.  In my career as a trend watcher, I have been in countless thousands of them, but haven’t been this moved by a retail experience since the first time I stepped into the Food Halls at Harrod’s.

RH has recently completed their renovation of the former retail location of the venerable Louis of Boston, at the corner of Berkeley and Newbury Streets in Boston. The grand, free-standing building was built in 1864 for The New England Museum of Natural History. (which later became the Museum of Science and moved to The Charles River). It was vacant for several years when Louis moved to the South Boston waterfront. I wondered what retail tenant could do justice to this uniquely beautiful property. Ralph Lauren topped my short list for companies with the capital and vision to pull it off. RH was not on my list.

The floral area on the first floor.

The floral area on the first floor.

The store is a triumph.  It is the essence of modern, traditional home furnishings… spare, classic, oversized and dressed with buttery leathers and neutral linen. It is masculine and quiet, but emotionally rich on every level. It is palatial and clubby. RH has hit exactly the right note blending contemporary touches like the commanding glass elevator and slick concrete stairwell, while paying homage to the sheer beauty of the original architecture of this edifice. It is a textural, neutral symphony, with a hip background track. It is like experiencing their products through vintage sepia photos.

This tour-de-force brand experience is not to be missed. Expect to be converted to an RH disciple. It may have you shopping for a larger home to fit their enormous furnishings.

Dix&Pond is the blog of www.dixandpond.com Creative and strategic consulting for retail, wholesale apparel,  footwear, consumer products and branding agencies. Follow me to get the latest posts

This commanding stone bar is for in-store events.

This commanding stone bar is for in-store events.

6 Reasons Fashion Brands Fail to Thrive

Many apparel, shoe or accessory brands fail to grow, thrive or evolve over time. Fashion is discretionary. Clothing, footwear,  jewelry, handbags and accessories are emotionally driven purchases. Brands are much more than products, they are a total experience.

Consumers must identify with the implied promise of the brand to become loyal customers. Here is a slide show of the 6 main reasons that fashion brands fail to thrive and some of the stellar brands that are knocking it out of the park:

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