Monday, 11 October 2010

Despite up and downs, we still trust David Jones… 11/10/10

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.

Image credit:

Follow MO Luxury's Facebook page for more luxury news...

No comments:

Who's behind the MO DOWN

Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury,