Marshal Cohen
Marshal Cohen
advertising agency anyone consumer managing marketing needs product
Anyone who's managing a brand, marketing a product or working for an advertising agency needs to be conscientious in the shifts in consumer dynamics.
apparel consumers continue found item prices shopping spend staple
Denim will continue to be the staple item found in everyone's shopping bags. With prices for electronics declining, consumers will get to spend a little more on apparel this year.
consumer creating department environment fashion longer points price remove sin stores
The self-service stores are creating an environment that allows the consumer to be able to get better fashion. It's no longer about getting fashion in a department store. Another interesting thing that's going on is the price points have become more extreme. You remove the sin in buying.
consumers convince country department national prove regional respond street until
Until they're able to prove that consumers are going to respond to the changes, the Street is very nervous. It's a very big undertaking to convince the country that a national Macy's is better than regional department stores.
consumers creates endorse footwear image money pay people spend sports urban
Sports footwear usually is also the first place urban consumers will spend money to endorse a celebrity. As we've already seen, people will pay over $100 for the G-Unit or an S-Carter Reebok if it creates the right image for them.
average consumers extra last leave lee spent worried year
Last year consumers on average spent $500 more for the year on gas. This year it could go up to $1,000. This is what Lee Scott is worried about. The average American has $2,400 in discretionary spending. A Wal-Mart shopper probably has $1,500. Now take out the $1,000 extra and what does that leave them?
absence biggest seen surprise tone urgency
The biggest surprise to me has been this absence of urgency on the part of consumers. I've been doing this for a long time. Other than in 2001, I haven't seen such a lackluster tone during the holidays.
environment fighting leisure mall people pleasure relationship shop treat treated
It's not about going to the mall environment where you're fighting crowds. This is for people who shop for pleasure and treat it as a leisure activity. They want to have a relationship with the brand, be treated like royalty.
cases partners soon
It's too soon to say. In some cases even the partners don't even know it yet.
apple
They are not going to let Apple take that environment.
bringing creates excitement good higher later less margins mode retailers selling spring stuff
Bringing in spring merchandise now is a good thing. It creates a sense of excitement for consumers. I think retailers are better off selling less stuff at higher margins than getting into a promotional mode later in the season.
good maintain news property trying
Is it a challenge, but the good news for them is that it has been a sleepier brand, so it's not as if they are trying to maintain a property at its peak.
beginning design inside product romances smarter trying
This is the beginning of the disappearing tag. Smarter merchants are trying this, and if it's done right, the design inside romances the product even more.
thrive turning
That's what they thrive on. They thrive on turning a nonbeliever into a believer.