If you can’t beat them, join them, right? This was the thinking behind t-shirt brand Love Jozi, who turned a threat into an opportunity, with great success. Rather than wait for someone else to produce imitations of their brand – they did it themselves.

Love Jozi started out as a premium brand for the youth of South Africa who had cash to spend. The brand quickly became famous for its iconic photography of Johannesburg’s skyline. All was going well – but what about the masses who would never be able to afford the real McCoy?

Love Jozi started producing substitute brand Luv Jozi. And they took the role relatively seriously. For example:

1. They purposefully misspelt the logo
2. They created a fake website which subtly suggested the products were being manufactured in China. The photos were actually taken in Chinatown, Johannesburg!
3. They distributed the t-shirts in all the places other fake brands could be found - traffic lights, flea markets, street vendors and Chinese owned retail outlets

For two years no-one was any wiser until the company released a press release admitting it was behind the fake brand.

I’ve got to say this whole ‘behind their back’ approach does make me question the brand’s regard for loyal customers, especially when fans of the brand were writing blogs supporting the real Love Jozi brand. But it would appear, at least in the short term, this isn’t much of a problem. Following the stunt, retailer Big Blue started stocking the Luv Jozi brand, sales of which now make up 75% of total orders. At the very least this idea demanded guts and could just provide some lessons for the rest of us in taking a premium brand mainstream?

Posted by: Carmen Campbell
Thanks to: Love Jozi, Contagious

In this month’s interview we catch up with retail expert Peter Ryan, of Red Communication, to talk about his take on retail in 2009. Arguing the Global Financial Crisis is really a Global Investor Crisis, Peter offers a new perspective on how to approach retail today.

In part one:

• Why the Global Financial Crisis is really a Global Investor Crisis

• Why discounting isn’t working and why it never will

• Differentiation beyond price

• Success stories

In part two:

• ‘Glocalisation’

• Demand driven differentiation

• Future retail innovation

• How adaptability and speed are crucial to survival

If you would like to explore these implications for your brand, contact Andrew Norris, Managing Director, Mitchells.

Thanks to: Peter Ryan, Red Communication

They say two heads are better than one. This is certainly the case in this brand partnership between Kmart, Burger King, Mars and Hasbro. Here are, not two, but four brands striving for differentiation and paving the way for a new kind of consumer experience.

To promote the new movie, Transformers: Revenge of the Fallen, Kmart, Burger King, Mars and Hasbro developed a unique offering.

Here are just a few of the outcomes:

Kmart had a Transformers microsite, with exclusive content, promotional material from the film and more.

It also moves the story beyond the expected with an exclusive comic book that can be downloaded.

Burger King not only gave away Kmart toy and footwear coupons, but held an impressive ‘Transform Your Way’ promotion which offered people the chance to win a transformer called ‘King Robot’ and $10,000 daily.

Mars had Transformers themed window displays and in-store events in New York. Giveaways included movie tickets, Mars products and Kmart gift cards. And finally, Hasbro created dedicated Transformers boutiques at the front of each Kmart store.

Think this is just another promotion? Think again. A multi-faceted marketing approach like this drives innovation of new product, new promotions and new consumer experiences.

In our expert interview this month, Peter Ryan talks about how retailers are forming partnerships with brands in a bid to differentiate. What we have here is an example of just this.

Seen any other examples of brand partnerships? Let us know.

Thanks to: Transformers, Kmart, Burger King, Mars and Hasbro

Last month we started the conversation on the changing values in our society, with our article ‘Back to Happiness’. But how are consumer patterns shifting?

To explore this further we interviewed Kamal Sarma, Director of Rezilium, a Strategic Leadership firm that specialises in creating resilient leaders, resilient teams and resilient organisations.

Kamal shares with us how we are experiencing a structural shift of values in society that see a move away from mass consumption towards a consumer sentiment looking for inspiration over motivation from brands.

If you find this interesting you might also be interested in this month’s feature article ‘The Australian consumer in 2009’ that looks at how marketers are reacting to changing times.

To find out more about Kamal and Rezilium you can contact Kamal directly at kamal.sarma@rezilium.com

Thanks to: Kamal Sarma

Banksy, a British street artist, has opened a show in New York depicting the skewed relationship humans have with pet stores, processed meat and brand consumption. Is it art? Or is this an example of creative retailing?

At first, ‘The Village Pet Shop and Charcoal Grill’ looks like an ordinary pet shop, until you get inside. The experience is one for the senses – visitors walk among a monkey watching TV, mechanical chicken nuggets and a number of other unusual sights. Banksy is critiquing over-consumption.

The interesting aspect of this show (Apart from the obvious show itself) is that, eventually the displays will go on sale like any other art show. If we consider Banksy as a brand, it’s a brand re-inventing what it is to present and sell. Imagine if you could re-invent your brand to do the same?

Thanks to: Banksy, Creativity Online

Peter Ryan, Retail Marketing Strategist of Red Communication Australia talks to While You Weren’t Watching about four key trends affecting Australia’s retail environment in 2008.

The first of four key trends in retail Peter explains why, despite consumers re-evaluating the way they shop, the retail industry overall is still experiencing growth.

Trend Two – Sustainability

Trend Three – Realignment of Expenditure

Trend Four – Differentiation

Thanks to: Peter Ryan, Red Communication Australia