By Natasha Mekhail
Japan – Mujirushi Ryohin
Founded in 1980, the name means “no label quality goods.” The clothing, housewares and stationary retailer is known for its clean style in keeping with the Japanese aesthetic. Today, Muji has shops in the U.K. and Manhattan’s ultra-hip SoHo district. The chain’s simplicity, functionality and uncluttered packaging have made it a hit in a world gone wild for Asian minimalism.
Canada – Blackspot
Started by anti-consumer culture magazine Adbusters, Blackspot shoes were launched as an attack against the athletic shoe industry. “Together we’ll unswoosh Nike’s tired old swoosh,” declared Blackspot Anticorporation CEO Kalle Lasn. The sneakers – made of organic hemp and recovered rubber, and designed by Vancouver shoe-king John Fluevog – are a success. A San Francisco trend-spotting agency named the sneakers one of the 12 hottest urban brands along with the iPod.
Britain – Boots No.7
Boots, the biggest pharmacy chain in Britain, has a logo that dates back to the 1870s – and it shows. But when an independent study aired on the BBC showing a reduction in wrinkles after the use of one of its generic house products, No.7 Protect & Perfect Serum, sales of the cream jumped 2,000 per cent. Lineups, waiting lists and even in-store riots followed.
U.S. – American Apparel
It started as a sweatshop-free alternative to white T-shirt makers Jockey or Fruit of the Loom. The logo-free brainchild of Montreal-born CEO Dov Charney puts its factory workers in the drivers’ seat with high wages, subsidized lunches and health insurance. American Apparel’s ad campaigns, featuring a barrage of barely-legal models in tighty-whities, has turned the company into what Business Week magazine described as “the epitome of hipster cool.”
Category: Life
Emotion Drives Everything
Every buyer is driven by emotional and rational reasons for choosing a brand. Whether the brand is overt, cool or ancient, it must touch an emotional edge that drives some part of society at the moment.
Then, if this connection is not kept relevant, by rationale product enhancements and emotional brand engagements, the brand will fall out of favour. This is called survival of consumerism.
Don Norris
http://www.bamboostrategy.com