Provide Merchandise That Allows Consumers to Fantasize

I applaud two apparel retailers (who also happen to be clients of mine) who truly “get” women: Boston Proper, an upscale women’s clothing company, and Spanx, a shapewear company whose products many customers say they truly “can’t live without.” Both companies are run by smart women who live their brand values. They take a continual pulse of their customers’ lives via social media connections such as Facebook and Twitter, and, even more important, through live customer listening sessions.

These companies’ brand leaders personally connect: They question; they listen; and they advocate on behalf of their customers’ needs and desires. Because of this, both companies are able to offer relevant products that build on their customers’ dreams and fantasies of their best selves. (Click on the images to the right for examples.)

Brands provide a valuable service to their customers when they help fulfill their aspirational dreams. Why not take some time to conduct a “dream analysis” with your merchants? Take an inventory of what products in your brand repertoire are helping your customers get closer to their goals.

What merchandise of yours can they “not live without”? What products help your customers look and feel better, enabling them to present their best selves to the world? These brand “sweet-spot” products not only connect your customers’ dreams to practical reality, they create compelling storytelling opportunities for your brand.

Mine your merchandise for these dream opportunities. Your customers will thank you!