Fashion tips for soloists

I was a bit miffed a couple of years ago when I read an article quoting the head of the Mambo design team as saying something to the effect that they didn't want men my age walking around in their clothes any longer.

Apparently, research had shown that younger buyers were put off when people of their parent's generation were sporting the label. That's, like, you know, so totally gross.

Out of spite I continue to wear it.

This action by Mambo - although for me a tad blunt in execution - was very likely a smart move. More than most, the fashion industry clearly needs to keep its radar finely tuned to its target market.

There's a parallel here for us soloists. While any customer may be a good customer in the early days, a little way down the track the story can change.

In the same way that our ideal clients shouldn't have to stumble across us by accident, nor should our non-ideal clients be continually welcomed with open arms, or retained to the detriment of our enjoyment or income.

The fashion houses use a number of clear signals to appeal to their desired target audience and let their non-ideals know the score. They use strong audience focused imagery and language in all their marketing material. They reinforce this with music, attitude and sizing in-store.

As consumers we're rarely left in any doubt regarding 'is this for me?'

So what's the equivalent in your business? Where might your marketing signals need a refresh? Why not add a comment to let us know how you attract the right customers, or tell us how you will fine-tune your radar to hit the target.

Until next week.

Love your work,

Robert Gerrish is Flying Solo’s managing director and founder and works as a business coach, professional speaker, business commentator and consultant. He’s the co-author of Flying Solo – How to go it alone in business.

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I worked at Mambo then. The ads you refer to totally backfired on them and they ended up losing huge market share as they alienated the very people who had helped them grow v from sydney, Australia
Well there you go! Perhaps a case of being too blatant. If we want to deter the un-ideal we can certainly learn a lesson from their actions. Thanks 'v'. Robert Gerrish from Flying Solo | Read my articles
the above mentioned mambo story depicts clearly what happens when you don't identify who your existing and opportunity markets are. Surveying your markets are a great way of finding out who, what, where, when and why. Old tried methods - agreed. But isn't it best to ask them questions to help you define your marketing path ahead. Ultimately will save you time, effort, money and maybe a bashing to your 'business' ego also. Laynie - Business & Office Solutions Centre - marketing & secretarial answers that work from NSW Central Coast
I have recently launched a web based business in the usa as well as here called ilovemyagent. It has been a fascinating journey so far as we educate agents about us and let thm know they need to see if they are a fit and prove it as even if they join us it will be up to independantly verified customer recommendations how they will rank with us. IE With us they have to earn their recommendations customer by customer, they can't make them up, they cant buy priority placement and yet if they are a fit and embrace our philosophy and use our tools it will be easy for them to stand out in their marketplace and provide real social proof as to why consumers should select them. We are enjoying the journey and though not profitable yet believe we will be in the long haul by being clear about who will benefit and who won't by joining us.
We are tiny so far but want to be hugely succesful and a valuable trusted resource for all consumers wanting to sell their homes, but by marketing our culture and business this way i am sure we will attract the right type of agents on board and fulfil our mission Karin Hanna from Gold Coast, Australia
Identify your ideal client characteristics.
Ask satisfied Ideal Clients for referrals to their acquaintances who they think could benefit also.
Birds of a feather flock together.
Discourage (actively ) non ideal prospects .
AL from MELBOURNE
Learn to say NO to those customers you dont want.'tis very hard at first but you learn to live with those customers you enjoy looking after, as they will look after you and refer others.
Just make sure you know who you want as customers.
patrick burgess from north ryde nsw

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