What do brands like Apple, Diesel, Abercrombie & Fitch and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship with their clients that goes beyond brand loyalty. This gives a complete analysis of Lifestyle Brands, that inspire, guide and motivate beyond product benefits alone.
In this wise little parable, readers follow a narrator who ventures into the Land of No in search of Yes. He learns by watching others as they search, flounder, and eventually become disillusioned by seemingly inevitable rejection. Though each of the characters is passionate about their cause, they all fail because they do not effectively deal with the obstacles they face. By watching their mistakes, the narrator learns how to persevere despite the No's, and ultimately succeeds in finding the elusive Yes. Through his journey, readers discover how they, too, can persist in the face of frequent No's. Both the No's uttered by those around them and, even more significantly, the No's sounded by their own inner voice. The parable comes complete with quizzes, tips, checklists, and how-to strategies that enable readers to achieve goals and deal with rejection, roadblocks, and negativity.
This volume argues that fashion and luxury brands should craft the customer experience with the same attention as they do with products, injecting creativity in all relevant touch-points. In crafting the experience, not only physical and digital touch-points will be considered but also human touch-points. However crafting is not enough if the execution is not well engineered. This book explores how fashion and luxury organizations are usually divided into sylos (design, marketing, sales) and are more product-centric then consumer-centric. To become signature, the customer journey should be the result of a new organization design and company culture enabled by three factors: data and technology, people and organizational mechanisms, and processes design and execution.