Have we as consumers developed short attention spans? or Are companies operating on the basis of more visibility = better brand recognition?
I was thinking about this when I popped by Coach during the week to check out the Sabrina. I liked the design online but after looking at it and trying it on twice so far, I’ve decided that its not quite me – whew! Its cute though – the patent violet shade was quite entrancing.
While chatting to the sales person who was very friendly, I mentioned the new Ergo bags. I was hoping the Ergo Frame Satchel would go on sale. But no luck! Apparently they were sold out and the sales person said it was “old design”.
“Old?” I said “But it was only out last year!”
And she said “For us, its about 6 seasons ago. Coach releases a new design nearly every month!”
That’s when it struck me. Coach is turning into M.A.C! No-oooooo!!!
MAC releases a new (limited edition) collection every month. Coach is now doing the same – the newest being Ali (which is pretty decent looking mind you…)
But I couldn’t help wondering whatever happened to the 3-4 new collections a year. It gave me something to look forward to (and potentially save up for) and I somehow feel that more thought went into the designs and materials used. Generating more collections just cheapens the brand – waters it down. Same goes for MAC I feel.
Some of Coach’s latest designs have been such misses I’ve stopped paying attention to the brand altogether – the same way I stopped paying attention to MAC – after all I reckon if you miss this new release, there’s always another next month – what the hey?! 😛
On the other hand, more “upmarket brands” are still doing the 3-4 releases a year thing and still getting by and maintaining their “luxury image”. Their ad space and visibility aren’t lacking either. MAC is mainstream and Coach seems to want to take it there, but not if they continue retailing at serious marked up prices over here.
Perhaps I’m in the minority. I still see the hype generated by new MAC collections every month so clearly, MAC is still at the forefront of many girls’ minds and the first port of call for their monthly makeup budgets.
But seriously, are consumer’s attention spans so short that we can only see what is “now” and not what was “3 months ago”? Is it just a ploy for consumers to keep up with the latest thereby spending more and boosting sales? Is it a competition ploy for the companies to stay visible and competitive by having their “newest collection” featured in magazines and online so their names are on everyone’s lips?
I call this the “Maggi Mee effect” – Maggi is a brand of Instant Noodles. Instant noodles need only hot water to be a meal … with empty calories… for just instant satisfaction. Once eaten, you forget the taste and when you get hungry again, boil up another packet of instant noodles hoping it will be more satisfying than the last. Are we turning into people without tastebuds? Horrors! 😛
So, food for thought:-
Are you easily sucked up by the “Limited Edition Collection Buy It Now or Forever Miss Out” hype promoted by various brands every month or every 2 months?
Would you prefer that brands slow down on new releases or new collections and satisfy our hunger by giving us something substantial with meat on the bones; rather than fobbing us off with instant noodles every 2 months?
You know what I think so share your thoughts in a comment below.
Note: Coach is on sale by the way. Sale started Friday and although still quite pricey you can pick up some decent deals if you’re lucky. Most items are 30% off but keep looking. You might get lucky. I picked up a full leather bag for slightly more than 50% off once because there was some very very minor damage to it – not visible at all… and a “very old design” i.e. 2 years old. Are Coach designs measured in dogs years?! 😛