Is not what you sell, is HOW you sell it

Yes, product design and good quality are main factors. But in the way the industry currently works, that no longer represents a competitive advantage, it is basic, it is like air for companies; so much that customers take it for granted and advertising on those bases is less effective. In order to be different we need to make quality and design an operational process and focus management efforts elsewhere. 

If what you sell isn't good enough there is no marketing strategy, CRM program, brand name that can save you after the first purchase. Unless off course, you are Forever 21 and your focus is low price, directly proportional to material's quality and accelerated consumption cycles. In that case you need to focus in Supply Chain Management and operational effectiveness, like they succesfully do. But for other brands, who work at a smaller scale it is time design and everything that has to do with product trends is installed as a corporate process. Of course this doesn't mean it is less important, instead it becomes very natural to the enterprise and the high management can think 24/7 in innovative strategic decisions. 

This key decisions taken to achieve corporate goals are the ones that change the industry's history. The most remarkables, for me, are the ones that try to search new distribution channels and different ways to sell. For example, online shopping didn't change the product, the customer or the market, it was just a different way to sell, an innovative method to approach the customer's needs. Online shopping has never been different in content but in form, it came from a simple idea really hard to get. One of my university professors always said the next person to discover a new distribution channel will be a zillionare.

Online shopping is really taking off nowdays and erasing distance barriers, opening a wide world of possibilities in terms of supply. Although, personally, I rarely shop online because I love the experience when I buy clothes. Touching the materials, seeing exactly how that color looks on me, sometimes trying it on and just the fact of walking searching for what I want is a whole experience to my senses. I bet that some of us even have a ritual around it; while online shopping is kind of putting a coin in the toy vending machine and hopping you don't get the squint glued eye toy. You have an idea of what you are going to get, but we all have our trust issues. I may be a romantic fool but it gives me such joy to go shopping that I wouldn't change it for the world. The day online shopping is able to grow in such way that it gives the same feeling, it would be the most well executed distribution channel and I will be completely and utterly broke as an online shoppaholic.

 Here is a little laugh for you guys:

Keep it Kind of smart,

The Good Dress by Laura