Natori: A Continuation of an Appealing Apparel Story

Continuing from the last entry on Ken Natori’s visit to my licensing class (CEO 035), here are more traits that distinguish Natori. One is customer service.  I emphasize this in all my entrepreneur classes and to my clients. Customer service is the most cost-effective, and probably least expensive way to differentiate your company from your competition.  It is so important, and like marketing, often an afterthought to everything else a busy entrepreneur or business is focused on.  But here’s the big secret: Customers remember customer-service!  Often customer service tips the scales in favor of the company providing it. Whether it’s […]

Natori: An Appealing Apparel Story

On Monday, May 5, Ken Natori guest spoke at my Licensing class (CEO 035).  He generously spent an hour and a half talking about his company, founded by his mother, Josie Natori, and answering questions on all aspects of licensing posed by the class. First – what is the Natori brand: Natori uses its brand equity to build East-meets-West lifestyle brands including ready-to-wear, accessories, bedding, towels, fragrance, home fragrance, swim, eyewear, and more Their three-pronged brand strategy includes: •       Josie Natori / Natori http://www.natori.com/  (luxury, heritage) •       Josie http://www.natori.com/JosieByNatori  (contemporary) •       N Natori http://www.natori.com/NByNatori  (accessible to all women) Natori is […]

Dior recommends talking to your Jewelry

WHAT’S TRENDING Luxury Brand Christian Dior has created a two-part video marketing strategy for its new jewelry collection on mydior.com.  In doing so, they have humanized the jewelry collection by featuring model Raquel Zimmermann in a candid conversation truly opening up across the gamut from fashion, beauty, emotions and dating. She concludes both videos with “My Dior is My Dior. Imagine talking to your jewelry.” There’s truly an emphasis on the product because she speaks about various experiences, and in in a sense, it’s like her Dior jewelry has become her security blanket.  No matter what, she can count on […]