Home' Scoop : Scoop 55 Autumn 2011 Contents FEATURE niche services
to meet the needs of their clientele. For example,
gentlemen’s outfitters Parker & Co, responsible
for dressing WA’s elite since breeches and gaiters
were the thing in 1895, regularly go the extra
9000 miles – by flying in tailors from Italy’s
most prestigious men’s brands (Zegna, Armani,
Brioni) to fit their clients.
“At the start of a season we fly in the tailors
and our customers have two or three days when
they can come in and be measured up – it is great
for people who want something unique or who
can’t fit off the rack,” says Christian Tana,
co-owner and store manag er.
He says they like to be a one-stop-shop for
the gentleman about town who wants the best
products sourced from around the world.
“I am able to sell bathers from St Tropez to
go to the beach, through to a dinner suit to go
the opera – I cover anything a man needs for
his lifestyle,” Christian says.
Style advice, private fittings at a client’s
home or at their office, and assistance
co-ordinating a comprehensive travel wardrobe
– they’re all part of the brand. Demand is very
high, says Christian, because unlike gaiters,
great ser vice never goes out of style.
Similarly, luxury hotels can never rest on
their frangipani-scented laurels; they need to
be ready with a helipad or gour met cooking
school at a moment’s notice. Cape Lodg e in
the heart of Margaret River has both, but it’s
not all about the bling.
“Our guests have always expected a certain
level of attention and ser vice,” says Cape Lodg e
general manager Drew Bernhardt: the lodge
regularly features on international lists of
the world’s best boutique hotels.
“The art of ser vice delivery is the ability to
read what level is required. Each of our guest’s
requirements are very individual and particular.
It’s critical to assess this as quickly as possible
so as not to impinge on relaxation and privacy.”
Constant innovation is vital. The Richardson
Hotel and Spa, which was voted Conde Naste
Traveller’s Readers’ Favourite Hotel Spa 2009 and
made the top ten in Australasia and the South
Pacific in 2010, has recently introduced a more
customer-friendly portable business centre.
“We fly in tailors... it’s
great for people who
can’t fit off the rack”
log in, shop hard
Interactive and experiential
retail is the next big thing, says
consumer insight bible Trend
Hunter. Apparently we’re fed
up with traditional advertising
and routinely ignore it. New
methods of reaching and
engaging the consumer are
the way forward. Interactive
retail sees retailers connect
with customers via social media
such as Facebook and Twitter.
Fashion store Dotti created
Dotti Nation online to connect
directly with its young, female,
fashion-conscious and tech-savvy
demographic. In the digital world,
customers vote on the clothing
range and their popularity ratings
appear on tags in-store.
can also design a garment, upload
photos to show off their personal
style, or upload discount vouchers
to their mobile phones – all before
they’ve walked into a store.
Fashion giant Burberry has more
than three million Facebook fans
and its fan page content reaches
well beyond its clothing range. It
features indie bands, celebrations of
its customers’ style, and interactive
ads. Burberry’s 2010 women’s
wear collection was launched via a
live global 3D broadcast at private
events in Paris, New York, Dubai,
Tokyo and Los Angeles. The show
could be watched online in 2D
and/or received via the guest
tweets of fashion blogger Bryan Boy.
All this, and stylish luddites can
still walk into Burberry’s opulent
Perth store and view the range.
Unusually for the retail sector,
Burberry made record profits in
the last quarter of 2010.
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