"We need to be doing things differently, rather than doing different things".

The father of Taoism, Lao-Tzu is credited with saying ‘when you are content to be simply yourself and don’t compare or compete, everybody will respect you.’

The world of apparel retailing is incredibly competitive, with customers becoming more and more disillusioned with the various lines, styles and brands available.

To be successful, the retail offering should be relevant, functional and affordable. Customers don’t buy from a company; they buy regularly from someone they can trust, someone knowledgeable, someone who delivers what is promised. While a number of customers can spend hours rummaging through rails looking for that individual item, most people don’t have the luxury of time anymore, and turn to familiar outlets, where they know that what they are looking for can be found quickly and affordably.

A majority of global customers are cost and time conscious. It is rare that you will find a customer who thinks of cost as no obstacle, never mind time. If you want repeat custom, make your customers shopping experience an enjoyable one. Gone are the days when we could divide our time into two separate categories “work” and “leisure”. The 21st century shopper generally believes they’ve lost eight to ten leisure hours per week over the past decade.

While shoppers are looking for more expedient ways to spend their time they are also looking to get the most from their wardrobe, being able to wear their clothes in a number of combinations, yet still maintain an individual style. In order to reach your customers most basic needs you need to be doing things differently, rather than doing different things.

Ishwar Chugani
Executive Director

Giordano Middle East