What's Wrong with a World in Which Exclusivity has Morphed into Ubiquitous? - #ibbiwoman

What’s Wrong with a World in Which Exclusivity has Morphed into Ubiquitous?

Wall Street gasped then applauded the move by Ralph Lauren to pull back on it’s over distribution plan and refocus on its core. Michael Kors, Coach and others have felt the pinch of being everywhere is ‘not a good thing.’

It’s a very hard lesson to learn but the bottom line is your customer wants to feel special and the only way she is going to feel special is if she feels like not everyone in the world has what she has.

What's Wrong with a World in Which Exclusivity has Morphed into Ubiquitous? - #ibbiwoman

This was once the essential province of luxury brands. Then suddenly Gucci was everywhere, Louis Vuiton was all over the map, Calvin became all about underwear and jeans, Isaac was on QVC, and the outlet store had become the Fifth Avenue/Rodeo Drive of luxury goods. For these brands the temptation to go for the gold has not panned out. When everyone has it the blush quickly fades. Hauling your efforts back by reining in on this temptation is not so easy to do as Ralph has learned. It means throttling back on licensed product, reassessing your inventory position and bottom line start thinking more about your customer and what she wants than about your bottom line.

We took a hard look at exclusivity versus ubiquitousness and decided that the curvy woman deserved the right to fashion designed specifically for her, made in exquisite quality and produced in the equivalent of limited editions. We came up with the capsule collection concept so we could create a flow of delivering to you new designs in small batches at regular intervals so each visit to our site will be a new opening with dresses ready to wear right away.

We believe you are exactly as we have described you, bold, beautiful and irresistible.

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