WHAT'S THE STORY 27
IT’S ALL ABOUT THE MIX Elena Schmuschkowitsch, owner of Roman’s Berlin.
“It has always been my intention to supplement the higher-priced brands with less expensive ones. These collections may be smaller and less advertised, thus they have a different price structure. The mix and styling factor are our strengths. However, my primary concern is not to address a new type of customer by adding lower priced labels. The aim is to offer our existing customers a good mix. They don’t always feel like spending money; I believe that price awareness has increased. A customer may buy one expensive piece and would then be happy to find a cheaper item to combine it with. The flip-side is that such a customer could get used to spending less money for an overall look. We retailers must make the right suggestions. We need to explain the reasoning behind expensive collections, because special quality has its price.”
PERSONAL RELATIONSHIP Dagmar von Schmaus, Rosa & Me. “There will
always be customers willing to spend money on premium brands. It is vital to create a shopping experience defined by individual presentation, product quality, and authentic advice. One should always remember what distinguishes one’s own brand, stay true to its style, and pass on that feeling to the customer in a passionate manner. A personal relationship with the customer is crucial, especially for smaller premium brands such as Rosa & Me. If you are passionate about what you do, the customer will notice and feel well cared for. This is very important in terms of brand loyalty.”
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