Final Customer Purchasing from an Intermediary of the Product

Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.

Knowledge: Add knowledge

Relative benefits: Help customers understand the unique benefits of your product

B. Establish reputation for brand.

Use brand name to establish reputation

Use name in only one segment

No. Year SIC Note
1 2005 2300 Offshoots of Abercrombie & Fitch's main store, Hollister Co. which is geared to high school students, has become the chief engine for growth within the United States, with 265 stores and the potential for more. The kid's chain, Abercrombie, is not expected to expand. Four Ruehl stores have opened, specializing in sophisticated styles and fabrics aimed at 22-to 32-year olds, and priced about 20% higher than the flagship store.
2 2004 2389 Quiksilver, the apparel brand, does not stray far from its casual lifestyle image, allowing it to better weather rapidly changing trends. To promote the name, Quiksilver sponsors boarding events and is endorsed by extreme sports stores. To appeal to older customers, the higher-priced line QuiksilverEdition was launched, geared to men 25 and up. Roxy, is another of their brands. It is geared to teen women.
3 2002 3400 Emerilware, a cookware line from All-Clad, lacks the distinctive bonded metal layers that set the All-Clad line apart. The company watches closely to make sure stores don't try promoting Emerilware as All-Clad.
4 1997 5141 Grocers are putting their own labels on more products. Private label goods offer consumers lower prices and stores higher returns and have accounted for more than half the growth in supermarket sales over the last year.
5 2001 5600 The Abercrombie & Fitch brand plans to leave the younger teenage look to its Hollister Co. chain while the making the look of the Abercrombie stores a more mature one.
6 2005 5600 Urban Outfitters has three branches. Its 75 stores in the U.S., Canada, and Europe cater to college students and young adults age 18 to 30. These stores carry products for men and women. Urban Outfitters also runs the 65-unit U.S.-based Anthropologie chain geared to suburban women age 30 to 45. Free People, its wholesale arm, sells women's contemporary casual clothes under its own label to about 1,100 specialty stores and high-end department stores. Free People also has two retail stores – one in Paramus, N.J., the other in Arlington, Va.
7 2005 5600 Growth in specialty retailing is as much a matter of unveiling new concepts as it is opening new stores. So Urban Outfitters looks for the next specialty concept, which in turn attracts a new type of customer. Free People, Urban Outfitter's wholesale arm, sells contemporary casual clothes, accessories and gifts geared to women age 26 to 30. Urban Outfitters sells a broader range of goods, including home decor items, to a younger crowd of both men and women.
8 2001 5621 In November of 2000, Coldwater Creek Inc. created a new website called Gallery at the Creek, targeted toward Coldwater's more affluent customers.
9 2002 5944 Movado Group's boutiques exclusively sell its own brands' luxury goods and turn out high profits and rich margins.

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