It says a lot about brand legacy, especially in light of recent controversy. A recent survey has shown that Australia’s premium department store is ‘the most trusted department store.’ Myer, Target, Big W and Kmart followed.
David Jones have been consistent marketeers since they established their brand in 1838. They say it takes one hundred years to build a reputation and five minutes to destroy it. They have certainly had their fair share of scandal- this year alone. Are consumers more forgiving than we thought, or have they just been lucky and avoided the wrong kind of mishap?
Despite cutting costs, poor share performance and sexual harassment allegations, the David Jones name remains relatively untarnished in the eyes of their consumers. Why? David Jones is a strong and consistent brand that have been clear about their target market and strategy alignment. They give back to their customers (loyalty programs)- they have won the hearts and minds. The flower show in spring each year, the Christmas window treats. The music, the overall in-store animation, their willingness to exchange and not knowingly be under sold. So simple, yet so effective.
The survey asked participants to give their ‘gut feel’ on the brands they instinctively trust the most. As to why they have survived recent scandal, we turn to Ken Roberts, CEO Worldwide, Saatchi & Saatchi. ‘What builds brand loyalty beyond reason?’ The answer is love.
Love is the most powerful marketing strategy on the planet. And they have us. We can't help but wonder if we would be so forgiving of a company we had not forged an emotional attachment to? Something tells us that we would not. Love is blind and Australians love David Jones. At least for now, the houndstooth is here to stay.
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