We, in Hospitality, are always refurbishing, renovating, refreshing our product and facility.
It goes with the territory. Beyond the dread reckoning of rock bands, we ordinarily have our Guest Rooms on a schedule for repair, maintenance and re-do. The same goes for our Public Areas. Restaurants change their carpets, re-varnish their dining table surfaces, remove that gum. We know we cannot have our Brand tarnished, bruised, faded or diminished in any fashion. We have simply worked too hard.
Our product and facility undergo traffic and heavy use every day. The Public is unforgiving in its toil on our business. Our Guests and Customers are not looking for perfection, but they will pay top dollar for what they perceive as value. For savvy Brands, that means a service differentiator, as well as a certain standard of acceptable product.
All this leads up to a daring proposition that a well known and heeled Brand is presenting to the Consumer. The darling of the smart set, Department Store, Nordstrom, is daringly selling used shoes in their outlet stores, called the Rack. Using the remarkable language of inventive marketing, they are selling this footwear as “gently worn”. WOW!
This raises all sorts of questions, like, at minimum, “What the heck are you doing?” Outlets are usually selling seconds or merchandise that has missed the mark or season. But, previously owned shoes? We can understand refurbished televisions and computers. But, now, stretched, scuffed and perhaps odiferous leather products? This is not the second hand or Navy Surplus store where we, as teens, bought our camouflage outfits and pea coats. Nope, this is Nordstrom’s, beacon of style and promise.
The used footwear is discounted and clearly marked as “worn and refinished” at the Rack. However, as noted by Branding Consultant, Robert Frankel, “On a perception level, it turns you into a junk store, a second-hand clothing store. And, that is something that now calls into question Nordstrom’s reputation as a first-rate, quality high-end type of brand retailer.” The counter side of this argument is that the company preserves margins and does not have to sell used merchandise through a liquidator. There is a curious third aspect to this merchandising magic – the generational buzz of social media and a robust market out there for pre-owned couture among the younger crowd, moving away from conspicuous consumption. It’s something the flash sites, Twitter and Facebook have been capitalizing on. These folks can afford to shop the regular Nordstom, but, if these designer slightly used shoes are indeed steeped in quality, allure and a decent “refresh”, this concept by Nordstrom may be a winner.
A Brand is such a fragile commodity, but I would bet on the younger consumer to turn this into a brilliant piece of business. Now, what can I do with these old TV armoires? Any ideas?
Logos, product and company names mentioned are the property of their respective owners.
It goes with the territory. Beyond the dread reckoning of rock bands, we ordinarily have our Guest Rooms on a schedule for repair, maintenance and re-do. The same goes for our Public Areas. Restaurants change their carpets, re-varnish their dining table surfaces, remove that gum. We know we cannot have our Brand tarnished, bruised, faded or diminished in any fashion. We have simply worked too hard.
Our product and facility undergo traffic and heavy use every day. The Public is unforgiving in its toil on our business. Our Guests and Customers are not looking for perfection, but they will pay top dollar for what they perceive as value. For savvy Brands, that means a service differentiator, as well as a certain standard of acceptable product.
All this leads up to a daring proposition that a well known and heeled Brand is presenting to the Consumer. The darling of the smart set, Department Store, Nordstrom, is daringly selling used shoes in their outlet stores, called the Rack. Using the remarkable language of inventive marketing, they are selling this footwear as “gently worn”. WOW!
This raises all sorts of questions, like, at minimum, “What the heck are you doing?” Outlets are usually selling seconds or merchandise that has missed the mark or season. But, previously owned shoes? We can understand refurbished televisions and computers. But, now, stretched, scuffed and perhaps odiferous leather products? This is not the second hand or Navy Surplus store where we, as teens, bought our camouflage outfits and pea coats. Nope, this is Nordstrom’s, beacon of style and promise.
The used footwear is discounted and clearly marked as “worn and refinished” at the Rack. However, as noted by Branding Consultant, Robert Frankel, “On a perception level, it turns you into a junk store, a second-hand clothing store. And, that is something that now calls into question Nordstrom’s reputation as a first-rate, quality high-end type of brand retailer.” The counter side of this argument is that the company preserves margins and does not have to sell used merchandise through a liquidator. There is a curious third aspect to this merchandising magic – the generational buzz of social media and a robust market out there for pre-owned couture among the younger crowd, moving away from conspicuous consumption. It’s something the flash sites, Twitter and Facebook have been capitalizing on. These folks can afford to shop the regular Nordstom, but, if these designer slightly used shoes are indeed steeped in quality, allure and a decent “refresh”, this concept by Nordstrom may be a winner.
A Brand is such a fragile commodity, but I would bet on the younger consumer to turn this into a brilliant piece of business. Now, what can I do with these old TV armoires? Any ideas?
Logos, product and company names mentioned are the property of their respective owners.
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