February 10, 2008

In class this week we have been talking about Non-Price decisions and how that influences how well a store or company does in terms of staying in business for longer and making more money. I totally agree that non-price decisions are important to the consumer. These decisions such as store positioning, creating a strong brand identity and providing private label merchandise, are important for providing an important experience to the customers. As a consumer, myself, I tend to shop at stores that give me a certain feeling, more than just purely for product.
At Victoria's Secret, they have the annual fashion shows that are a huge production on CBS. Those fashion shows set the mood and make way for the new fashions that are soon to be arriving in stores. Victoria's Secret creates a stong brand identity that makes the consumers feel that if they purchase some items from the store, then they will also be as beautiful, and sexy as the models wearing the same products in the catalogs and the stores. From the entire store covered in many girls' favorite color, pink, to the luxurious fabric on the seats in the dressing rooms, to the pretty displays, they create an identity, more than just promoting the plain product. This store, in particular, creates a strong brand identity which, in turn, leaves the customers wanting to feel that particular way and so they buy more of the products.