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The final of three poaches from Vanessa Friedman’s FT interview with Mickey Drexler, chief executive of J Crew, is on his views about brand values. His company is looking for a store in London because a store “really articulates what the brand is. It’s an emotional, visual experience in a way a catalogue or website is not.” How good is your store at making an emotional and visual connection with local shoppers? How much better than a web site are you? Remember, if you are selling a commodity, Tesco will win every time. Remember also that good customer service takes in the emotional and visual connection. Check how clean your floor is, how welcoming your door mat is.
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