This month sees the launch of Royal Underground a brand new luxury clothing and accessories brand that is described as a 'high-end line for men and women with a rock 'n' roll edge.'
As with any new brand starting up, it will be crucial that Royal Underground do what they say they are going to and then some. Jeff Bezos had this philosophy when he started Amazon, which was “under promise and over deliver”.
If we were advising a new clothing brand like Royal Underground, We’d tell them to focus on providing greater quality than competition for same price, finding competitors weaknesses and then doing much better in those areas. The trick however, is not to communicate this directly but let customers find out for themselves as it will be unexpected and they’ll be delighted as a result.
New brands especially need to monitor initial consumer feedback closely and make tweaks or adjustments are required. The brand also needs to have a clear defined positioning/brand promise as they are launching into an extremely competitive sector where consumers are fickle and promiscuous, amplified further by the current market conditions.
Graeme Crossley
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Member since: 18 Aug 2008
Last login: 26 Nov 2009
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