A regular review of interesting cultural shifts & marketing developments as viewed through the collective lens of the Stancombe Research + Planning Team

Thursday, November 24, 2011

David Jones needs to get their 'premium' back

Things are not looking good at David Jones - First quarter sales down 11.2% (read more here)

Anecdotally here at the agency, we don't think it's just the economy to blame, the problem is David Jones has become a middle of the road brand and it's the middle of the road brands that are hurting right now.

We think David Jones is a wonderful brand and just needs its 'premium' back. Staff are no where to be seen and when you do find someone they don't seem to really know a lot.

Below might be one step in the right direction - thanks to the Lane Crawford department store chain in Hong Kong

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