If you follow my blog you know that Missoni is one design house I love. The affair (!) began as a practical option to pregnancy style - I spent almost one year exclusively in Missoni - the dresses stretched as my belly grew. Over that year - I got to know the wonderful staff at their Sloane Street boutique really well, which is the perfect recipe for inducing brand loyalty in clients.
There are intangible reasons why customers will spend their fashion bucks with one brand as opposed to another. Especially with the high spenders - being intimate with the store, the product lines and having an on-going relationship with the store associates is of paramount importance.
I rarely shop in Selfridges or Harrods unless I'm in a hurry, I much prefer to walk into the store and buy, building relationships with brands - doing this as a client is better value for money as it comes with a whole host of benefits like invitations to special events, previews and fashion shows. The brand gets to know you and your preferences.
Smart brands realise that if they support the client, clients stay put. One of the classic ways is through charity causes that clients endorse. Charity galas are the sum total of relationships the organisers have with brands. Harnessing such relationships is a symbiotic win-win.
Missoni is one such label. They support my charity Pratham UK and I continue to shop! Not only do I pick up great additions to my wardrobe but also pick up good karma points along the way.
They in turn get access to a whole host of wonderful women who are equally passionate about shopping and giving back through charitable causes. Creating 'stickiness' in clients is an art. Brands that do it well have customers for life...
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