Since fashion stores offer a wide range of clothing, they are often full of dust. I find many visitors leave stores because their eyes turn red. I recently found a fashion store with low dust level. Differently from other stores, it hung the whole clothing over the ground and maintained the floor clean. It was very comfortable for me to stay inside, I ended up buying a few jackets and, more importantly, I want to revisit this store. When the store is dust free, more visitors stay longer and they may spend more.
People like imported goods. Some like them so much that they even pick up the old license plates and place them outside their buildings for an aesthetic reason. (Note that this tiny run-down building is located in the center of Seoul and must have nothing to do with Nebraska or Iowa)
Imported goods are welcomed in particular when exporting countries are highly qualified. This, so called, COO (Country Of Origin) effect is well established for Germany, France and Japan. Recently, I found that Canada Goose is also enjoying the same effect. It is a popular fashion brand designed for extreme cold weather conditions. According to my undergraduate students, Canada Goose is hugely popular because it is made in Canada not in US, Russia or China. They particularly love its huge label saying “Canada Goose Arctic Program.”
Differently from Canada Goose, M0851, another successful Canadian fashion brand says nothing about Canada. Although it started in Montreal and seems to be well established in Canada, it has no clue about where it comes from. One Canadian fashion brand speaks loudly, while the other keeps silent about where it was born. Interestingly, they both run business well.
Jaewoo Joo | design thinking, behavioral economics, customer experience
