Standardization, meet your successor

A quiet revolution is sweeping across the consumer landscape, changing the way merchants stock and sell everything from canned soup to power tools. Consider, for example, the strategy of apparel and outdoor giant VF Corp. Instead of letting customers settle for the Lees or Wranglers that VF thinks t...

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Bibliographic Details
Published in:Brandweek 2006-10, Vol.47 (39), p.20
Main Authors: Rigby, Darrell K, Vishwanath, Vijay
Format: Magazinearticle
Language:English
Subjects:
Customer relations
Discount stores
Localization
Market strategy
Retail industry
Retailing industry
Service enhancement
Target markets
Technology application
Trends
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Summary:A quiet revolution is sweeping across the consumer landscape, changing the way merchants stock and sell everything from canned soup to power tools. Consider, for example, the strategy of apparel and outdoor giant VF Corp. Instead of letting customers settle for the Lees or Wranglers that VF thinks they will want to buy, the company uses sophisticated research data to zero in, with laser-sharp accuracy, on what local customers want. This trend, global in proportions yet relatively unnoticed, is called localization -- the fine art of stocking stores based on an area's ethnicity, wealth and lifestyles. The growing momentum of localization is a counterpoint to the assumption that the world will be soon be packed with indistinguishable chains selling the same products.
ISSN:1064-4318