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RETAIL BRAND ARCHETYPES These examples of successful retailers make it clear that more than one positioning is possible, and that everyone does things in their own way. Success depends upon a number of factors. For example, Conran expresses a certain kind of lifestyle by linking products with his own name. But he also sells lots of brand products from brands he selects because they match his own tastes. The ‘Conran figure’ plays an important role in that positioning.
Sephora sells very many different brands, but also carries products under its own label. Unlike Conran, Sephora is a real store brand, but it does have a strong identity that is revealed in various ways. Sephora is innovative, is developing the perfume and personal care market and it has style.
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Although Armani originally was Armani himself, the ‘Armani figure’ does not really play a role in the store. All products are of course sold under the Armani brand name. Although Armani’s flagship store is an exception, his more ‘ordinary’ stores are aimed at the upper end of the market. The stores are exclusive, not just anyone walks inside (or dares to!). This is reflected in the stores’ somewhat aloof and sophisticated character.
For a formula to be a success, it makes no difference whether retailers sell just their own brand, only the brands of other manufacturers, or a combination of both. Equally, it makes no difference whether retailers are at the high end of the market or are discounters. What counts is that retailers make a clear-cut choice and aim for a matching brand experience.
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