Always New Mistakes

June 16, 2008

Sick of brands

Filed under: Business — Tags: , , , , — Alex Barrera @ 12:29 pm

Some days ago I was looking for a place to have lunch and I ended up eating at a wok restaurant. While I was eating I realized I’m getting sick of branded restaurants, shops, etc. Small restaurants are disappearing, giving place to branded chains that popup all over the place, alas Starbucks. It’s not that I have something against a particular brand, it’s more I’m sick of having my choices reduced to a minimum.

The same applies to many other industries. In the fashion industry I’m seeing the same. Big branded chains with shops all over the place. The good thing is that some of them do understand the problem. The biggest fashion retailer of the world is Inditex, a Spanish company, who’s flag ship brand is Zara

. You have them all over the world. The bad thing about Zara is that they’ve crushed most of their competitors. The good thing, to an extend, is that not two single shops have the same type of clothes. They geo-analyze their shops and pump different types of clothes according to the local neighborhood market. Of course, this is just to a certain extent and not all clothes are different.

The solution? As Zara is doing, keep the brand, create different shops. And I’m not talking about creating different brands under the same company (Inditex has Zara, Massimo Dutti, Oysho, etc.), but about different shops within the same brand. Of course, this is VERY expensive, but it would at least give us more choices. You wouldn’t talk about Zara anymore, but about the Zara in main street, Zara in Union Square, etc.

What do you think? Is the global brand also getting on your nerves? What would you suggest?

Image credits: semaforoverde.com

7 Comments »

  1. Good questions! Did you see the Simpsons episode where Bart had to hurry to his store in the shopping mall, because the entire mall was quickly being converted to Starbucks stores?

    Here in America, I believe this is especially insidious, because there is not the need to tailor the store to the market. All area markets are treated the same; therefore, we get homogenized super stores that are the same no matter where you are. If you travel a lot, you could wake in the morning and not be able to tell where you are, because everything is the same as it was in the last town.

    Comment by henryfranke — June 16, 2008 @ 1:00 pm

  2. yeah hehe great episode!

    I see we share the same pain. I wish we, as consumers, could do something about it. I’m sure there is a way to get brands but deliver different customer experiences among the same town.

    San Francisco is a good example, they’ve managed to keep a bunch of restaurants and coffee shops that are unique (if you don’t count Starbucks and Peet’s Coffee of course). Sadly enough the big brands and getting there too😦

    Comment by Alex Barrera — June 16, 2008 @ 1:31 pm

  3. […] Sick of brands Some days ago I was looking for a place to have lunch and I ended up eating at a wok restaurant. While I was eating I realized I’m getting sick of branded restaurants, shops, etc. Small restaurants are disappearing, giving place to … […]

    Pingback by ALEX TO » Blog Archive » Sick of brands — June 16, 2008 @ 2:35 pm

  4. Yes, man. Spain is being yankizied or americanized, whatever you prefer. I love those old “mesones” and good restaurants instead of the VIPS empire.

    Comment by Jorge — June 16, 2008 @ 9:37 pm

  5. revolution by the masses. hand out the pitchforks, torches, and ignitable alcohol

    http://suburbanconnoisseurs.wordpress.com/

    Comment by theironwang — June 17, 2008 @ 2:02 am

  6. I think you have a good point. Here in Indonesia, everything is just like that. In every luxurious mall I see ZARA.
    Luckily, each mall has its own market. So, ZARA only exist in the “upscale” mall, while the other malls still provide me with lots of choice.
    Same thing with starbucks

    Comment by anggahalimun — June 17, 2008 @ 8:11 am

  7. كولو زق مافي صور

    Comment by وش دخلك — July 5, 2010 @ 3:11 pm


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