From the ambiance of the store – pink walls and pop music, I can tell it’s just like Claire’s, targeting young and fashion girls.
However, while checking out all its listings, I got confused about the brand position because the product categorization was so disorganized and the pricing range was as huge as from two bucks to 75!
Who would like to buy a $75 jewelry in a place that sells things at only two dollars? BMW’s 7 series are only about three times more expensive than its 3 series. Seems the 75/2 gap is way too huge…The consequence is that the comparatively high-end users will be driven away as they won’t buy pricy stuff from a cheap brand.
Furthermore, the store seems to try to sell everything it can scrape together in the world. You can see all the different types of jewelry there, cheap plastic bracelets, premium-looking metal earrings, poorly-polished crystal necklaces, so on and on. Good quality, poor quality are seen all together.
It actually send to customers a very confusing message. Is the brand selling some crap that I can just get it on the street or selling well-designed stuff with good quality?
As I learned from a brand positioning book, when a brand tries to tell people it has everything, it actually leave people remember nothing. Because a brand is the sign in customers’ mind that differentiates your products from those of competitors. The products have to carry a strong unique characteristic to make the sign work. Otherwise, the brand has very poor or even no position at all. P&G has been generally recoganized as the branding master among marketers for decades. When it names a product, it always offers a unique and relevant name to each product, such as Head & Shoulders for shampoo, Tide for washing powder, Olay for skin lotion instead of generalizing the names to “P&G shampoo” or “P&G toothpaste”. The unique names can be strongly associated with the products to each customer and thus add a lot more value to the master brand – P&G.
As for So Good Jewelry, there’re just too many types of products of too many price categories. Failing to target customers means no possibility to cultivate a brand even though it has four chain stores spread out already.
For my Spicy Spirit(goodluckelle.etsy.com), my targeted audiences are people who seek premium and fashion jewelry with good quality but with affordable price. I’m learning now how to attract more customers with an optimal pricing system for online shoppers. Probably my current price is a little bit too high and I need to be careful too as customers don’t like a brand that depreciates its product too much or too fast.
As a conclusion, effectively targeting consumers are key to a brand’s success. To achieve that, a clear positioning and a reasonable pricing system are in need.
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