Page 32 - (DK) The Business Book

30 STAND OUT IN THE MARKET

with well-designed hardware and a eye of celebrities (a jacket worn expanding its reach—to stand out
user interface that integrated the by soccer player David Beckham from the crowd, while welcoming
two. The product itself—the iPod became one of its best-selling those crowds into its stores.
portable music device—was products, and Beckham himself Differentiation can occur at any
functionally little different than became an unoffical talisman of the point in the value chain. Standing
existing MP3 players, but combined brand), providing free publicity. out is not limited to products or
with the iTunes software to create a Superdry focused on offering services—it can occur in any
unique customer experience. This clothing with a fashionably tailored number of internal processes
experience is Apple’s ESP, which the fit and attention to detail (even down that translate into an improved
company promoted with its “Think to garment stitching). Worn by off- customer experience. Swedish
Different” advertising campaign. duty office workers, students, sports furniture retailer IKEA, for
stars, and celebrities alike, the example, differentiates itself not
Standing out brand was able to appeal to a broad only through contemporary design
One company that has achieved customer base. Most differentiation and low prices, but through the
uniqueness is the British fashion strategies involve targeting one entire customer retail experience.
label Superdry, which has grown to segment of the market; Superdry The company’s low prices are
include more than 300 stores in chose to target them all. The brand’s achieved, in part, through its self-
Europe, Asia, North and South unique blend of fashion with ease of picking and self-assembly retail
America, and South Africa. Drawing wear, comfort with style, and the model—the customer experience
a novel, international influence from presence of mysterious but involves picking products from the
Japanese graphics and vintage meaningless Japanese writing, company’s vast showrooms and
Americana, combined with the has proved a difficult mix for warehouses and then, once they
values of British tailoring, Superdry competitors to replicate. have transported the goods home,
quickly established a strong position assembling the furniture.
in the hypercompetitive clothing Maintaining uniqueness Even the way IKEA “guides”
market from its launch in 2004. The As many companies discover, shoppers on a one-way, defined
business started life in university popularity can be the enemy of route through its showrooms is
towns across the UK, a positioning difference. While Superdry clothing unique. While this tactic encourages
that gave the brand a youthful has become increasingly spontaneous purchases, it also
appeal. Despite limited advertising ubiquitous around the world, its helps to reinforce IKEA’s points of
and abstaining from celebrity uniqueness and difference have difference—customers are exposed
endorsements, Superdry’s popularity declined. The challenge for to predesigned rooms and
rapidly grew. The company’s Superdry, like all companies, is to furniture layouts that emphasize
distinctive look quickly caught the protect its uniqueness while also the brand’s contemporary style.
Price is kept low since fewer store
assistants are required to direct
customers around the store.
Different but the same
Paradoxically, familiarity can also
be a source of differentiation. The
entire McDonald’s organization
revolves around providing almost
identical fast-food products, with
the same service, in identical

Fashion label Superdry is a young
company that has successfully carved
out market share. Rapid growth since its
founding in 2004 is thanks in part to a
highly differentiated, faux-vintage look.