A Perennial Challenge in Retail, Part 2
In the 1970s, a woman and her partner opened a Louis Vuitton Malletier franchise boutique in Munich and introduced the brand to Germany when LV was still owned and managed by the Vuitton family. Unsurprisingly, she still has several LV pieces from the 70s, one of which is a well-used Keepall bag.
Several years ago in the south of France, decades after her affiliation with LV had become a distant memory, she visited a Louis Vuitton boutique, owned and operated by LV, now a subsidiary of LVMH Moët Hennessey Louis Vuitton, to have a repair job done on the Keepall.
After listening to her requirement, the LV sales associate took a quick glance at the bag and pronounced that it is fake.
Now, imagine if that sales associate told the same thing to someone who doesn’t really know the origin of the bag because it was a present from a thoughtful and generous person, or, so awkward to mention in this age of throwaway culture, it was handed down from a previous generation.
What can one say after receiving a divine revelation like that? My experience at Bottega Veneta in Paris was, I must say, a lot more subtle, if that’s the appropriate word.
With 1 1/2 times as many shops as Ikea, it’s no small undertaking for LV to train and manage all the front-of-house staff in all those retail locations. And, by training, I don’t mean just product knowledge but also conduct.
I know, it’s hard.
What bemuses me is the current trend (more like a mad rush) amongst product brands to have an army of ‘brand ambassadors’. They hand out products to these ‘ambassadors’ so that they can be seen in the wild and on social media using their products. The tactic itself has been used for ages, even before the advent of the Internet, but the practice of giving these people a formal designation is, I believe, a more recent phenomenon.
Some are famous people. Some are ordinary people.
With due respect to these people and without undermining the contribution that some are making in increasing awareness of the respective brands, none are ambassadors of the brand.
The real ambassadors, or rather, the people who should be the real ambassadors, are the brand’s members of staff, particularly those that come in direct contact with existing and potential end users and influence how they form a view about their relationship with the brand. That is not a revolutionary or innovative concept. Rather, it’s a very old one that has not lost one bit of its relevance.
However, it can be difficult to remember the important things when there is so much focus on gimmicks, buzz words, page views and likes.
Or, call me a dinosaur.