Looking outside the box

New product extensions smother the shelves at any store you go to. New chains of stores and restaurants, too, are popping up everywhere. And the glut of advertising, no doubt, has our eyes glazing over as well. It’s brain overload.

For me, to help unload some of that clutter, I take into consideration the look or outer appearance of a new product, store or even restaurant before I try anything new. I don’t always ponder consumer reports or what my friends tell me. I have to see something visually before I make a decision. Do I like the colors, images, wording or lettering that are used? Some people I’m sure probably pay close attention to that, and some don’t. It isn’t an issue. But, I likely won’t give a product a second glance if I don’t care for the packaging.

Recently, I read that the Gap is closing its Forth & Towne store after being in business for only a year and a half. The store has been described as a retailer for moms, grandmothers, suburbanites and city dwellers; and the goal being to connect with a diverse group of shoppers. It never found its niche, though.

I know there are probably a half dozen reasons why the chain didn’t survive. And it got me to thinking why I never shopped there. But, then the reason seemed simple. The name and logo simply never grabbed my attention. I guess you could say it didn’t really speak to me. (And, come to think of it, I didn’t know at first that it was an offshoot of the Gap.)

In contrast, I’ve always liked the Gap store chain. Its name, logo and signage are attractive, which has been my impression from the beginning. They have it right, I thought. And that got me to thinking … perhaps that’s a big reason why I’ve shopped there … not just for the merchandise.

[Source: www.marketingpower.com - March 2007]