5 ms·
The positioning works for me. Pricing ($25/h) is prominent and makes it clear that it's in my budget. It's what Zara and H&M do. High-end design makes customer
by h34t 15y ago
The positioning works for me. Pricing ($25/h) is prominent and makes it clear that it's in my budget.
It's what Zara and H&M do. High-end design makes customers feel important; low prices let them know they're shopping in the right store.
- tptacek 15y agoI don't think you can compare clothing to personal assistants. Making customers feel important is the only thing differentiating H&M. Making your basement feel clean or your laundry feel done or your groceries feel delivered or your car feel washed or your mail feel sorted are all things that differentiate EXEC from its nearly nonexistent substitutes in the market. I'm worried now that everyone is going to feel the need to explain the concept of a status good to me, or explain why some products get marketed as luxury goods. People: I get it. There are products where a niche can be carved out by luxury positions. But something else about the markets for those products: they're all super competitive. This isn't some remarkable insight on my part; it's banal enough to be in Porter's _Competitive Strategy_. Even MBA's know it.