Club Monaco - Successful rePositioning
Positioning can be described as the way in which a consumer sees a particular brand against its competitors.
If we were to look at two characteristics of clothing brands in a quad, say - high/low trendiness against good/bad quality - I think its safe to say that Club Monaco has moved to the upper right corner.
How did I come to this conclusion? This is a place I once saw as simple, plain, and of my least favourite - SAFE. Walking into the store now, I can’t help but drool over not only the clothes but the jewellery! I’ve just about fallen in love with it all - they’re setting trends and you can find unique pieces that will set you apart front the rest. The clothing quality is wonderful, which is a definite bonus. Prices are a lil dumb, we shall take advantage of our “student” status while we can and knock off 20% (even off of sales items!) Bought a triple set of rings there last week and am tempted to go back to get a beaut necklace chain that just about made my heart skip a beat…
Anyhow I felt it was worth mentioning that they have clearly brought in a new director who has made quite come changes. Don’t get me wrong, Club Monaco has been has always had a reputation for quality over the years but they have now taken a step out of their comfort zone - and I’m loving it.
If you can’t experience it in store, I’ll let you all discover their website whist I plan my next purchase.
bisous.xo
