Promotion is a huge part of any retail industries customer attraction. Although every retailer may promote in different ways the objective of all forms of promotion in the long run is to bring about some form of profit. When it comes to G-Star Raw and their methods of promotion they use some elements of their competitive advantage by comparing their usage of raw materials to that of other companies. Some products that G-Star uses in the development of their products include organic cotton alongside other recycled materials. As far as communication is concerned there are certain aspects in which G-Star can improve the way they reach out to those who are not as familiar with the brand. One way would be to have more eye catching posters because the ones they have are usually in plain color sets such as "black and white" or "navy and grey". Those color schemes don't really pop as much so a person wouldn't really notice and also being that the style is very edgy as opposed to a loud fashion look a person wouldn't catch on that its a clothing brand poster. Some of their posters look like those that are for movies which is why most people would walk past them. But for those who actually do notice the promotional methods of the G-Star brand they always have good feedback upon entering the store or even looking at the website.
G-Star actually appears to be better at interpersonal communication in my opinion solely based off of the fact that the sales representatives in the store give you better explanations of products and what they can do for you than the website or a poster can provide. With the external forms of promotion you enter the store with a pure curiosity but once you leave the store whether you make a purchase are not its more than likely your familiar with many aspects of the brand . One of G-Star's stronger promotional aspects are their newspaper ads. From the very beginning it is a good start just because many people read the newspaper. Also newspapers are a great source of publicity for anyone because people are always interested in current events. As for G-Star's display of the "AIDA" concept there are some things that could definitely be improved but every brand has their faults. When it comes to personal selling I can admit that G-Star does amazingly well as a brand on that aspect. When you walk into the store just by having a conversation with the employees pertaining to the brand and any of its products you feel as though you want to purchase something before you leave just for the "RAW" experience.
No comments:
Post a Comment