Wise & Young
Marketers are not Merchants, being a Merchant is to be Authentic Posted on September 18th
I love what John Jay (Executive Creative Director and Partner of Wieden + Kennedy) had to say today in his blog about a recent retail experience:
Most marketers are not merchants, being a merchant is to be authentic and there is no more tell-taking aroma than the one of authenticity when you walk into a shop. That was my initial reaction when I walked into Self Edge on Valencia St. in San Francisco, but without even touching one piece of denim, there was already a sense of authenticity through a Japanese lens.
Self Edge is passionate about denim and the denim brands they sell. They house and display their products like your grandmother’s fine china. They attack you with all five senses to conjure up the emotions and pride they have in their products. You can see right through them and their authenticity, passion, and knowledge latches on to your heart (and wallet!).
These are things small and large brands should be doing to attract Gen-Y. Start that blog, website, newsletter, store, etc., update it regularly, support your base, give away knowledge and ideas, elicit creativity and passions from your fans. It won’t happen overnight, no detailed endeavors ever do, but if you continue to pound away on your project - your heart will shine through to others.
Mr. Jay finished up his post with:
Trackback URLNo detail here is too small including the use of a vintage Union Special China stitching machine to create the proper puckered hem after a washing.
Self-Edge is a love story, an emotional tryst between the owners, denim and Japan.