competitor influence

Competitor influence

Bumble and Bumble
Bumble and Bumble’s hair salons have an essence of care and attention which give the consumer a personal service. The consumer is taken from each station to the next, from wash to cut, and the service is always friendly and special. The store itself is extremely traditional in an open warehouse with natural wooden worktops, contrasting with white pristine walls and bright lighting. This could influence Shu as they have strong heritage, but are original so can use lighting to create an innovative space. The questionnaire also showed interest for free samples to sway a consumer to a brand, and bumble and bumble had a try-me test station which could be re-invented by Shu to give samples and consultations to consumers.

La Prairie
The perceptual map shows that La Prairie is one of the top end beauty brands and has high levels of service and innovation. “For more than half a century, the Clinique has been the pioneer in cellular, anti-aging therapy, sharing its unique accomplishments with thousands of visitors from around the world.” LaPrairie(2009:Online) The brand is proud of it’s heritage and this has created a story that they have put behind the brand, giving La Prairie a personality. This is then translated through the logo of the Clinique laboratory, showing innovation and heritage.
The service the brand gives to consumers is a taste of luxury. On the website and in their stores the brand has skincare consultations and skincare finders to create the consumer a “wish list” to get their perfect look. La Prairie creates a vision of the luxury lifestyle with a section on their website on skin and travel, overall wellness and signature style. The brand gives the consumer service as well as an innovative product which makes it personal and unique, this creates an experience for the consumer and takes them on a journey to make it personal.

Clinique
Simple but effective, Clinique use 3 steps to gorgeous skin. Each bottle, named 1,2 or 3 shows which stage the product should be used and the majority of consumers will buy the 3 products for the 3 stages rather than just the one. Creating stages and showing what is available to the Shu consumers could have them walking out the door with more than what they expected and in the long-term could create more consumer loyalty to the brand.

Becca has done competitor influence from Chanel pop up store and MAC so this will be added to the above.

perceptual map is on the hotmail account.

emma cubs x