Marketing: October 2007 Archives

The BBC has an article on H&M signing Roberto Cavalli to do a limited edition line for the retailer. An interesting buzzword has come up.. by Jorgen Anderssen, marketing manager for H&M
He calls the strategy of creating limited designer ranges for shoppers "massclusivity".
How do you bring this to the services business?

I'm in China, and I was visiting Xi'an, a beautiful city a couple of days back. I walked into a mall and I bought something. Most of the people there couldn't speak English so they brought in a young trainee working at the Gucci store. (Damn, I knew I should have got her name)

I asked her if she liked her job and Gucci. She said she loved it. I asked her why... Her answer - in the innocence that only a very young employee can muster

I don't know - I just love it.

Is this what makes a "Lovemark"? I guess so! I wish I could set up a company where every employee says (and feels) this.