You'll do the same thing within your own company. I recall working at Lands' End in the early 1990s when we'd see a surge in mock turtleneck sales ... we had analysts who'd pour over the numbers, estimating the impact mock turtleneck sales had on turtlenecks ... they'd analyze if the customer changed behavior (the customer did not change behavior, the customer simply changed product preference) ... they'd argue whether turtlenecks or mock turtlenecks should be featured in the first twenty pages of the catalog.
Regardless of the debate / arguing, they knew the impact mock turtlenecks had on turtlenecks.
You probably deal with a similar situation at your "brand", right? What do you do to understand the issue?
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