Product, pricing, positioning11 Mar 2022 02:41
londonmarkets; some good views there.
Whilst i agree that the Klarma ilk are going to come under scrutiny suggesting restrictions on them, i don't neccessarily agree this will reduce sales notably. f i for one, despite being able to pay in a oner, i have used these services, just because i'd rather have the money longer if i can (in much the same way people with good credit churn 18mth interest free credit cards whilst investing in yielding investment ISAs). Not everyone that uses Klarna needs to, they are just using it, being my point. If we are referring to people needing credit because budget wise they can't afford outright, if they desire the product they will buy it. Historically they might have (through no credit history/low income) used a very high charge credit card (which also charge like Klarna fees to merchant), so arguably with more stringent regulation it would still be cheaper.
With regard to product quality/ profile of SDRY, i work in a customer facing industry, which because of its nature means i meet a comprehensive/diverse demographic on a daily basis; i see every strata wearing SDRY, young, old, low income, wealthy, Chinese, Arabs - namely everyone. And frankly they all look good in the product. Because every time i see the product it looks quality; it may not be cheap, but it doesn't look cheap, and that will always be aspirational/desirable/purchasable. My son has SDRY product and i just think the quality is amazing.
As belts tighten, klarna style credit restricted, i don't really see a problem for SDRY. Their will be a flight to cheap and will just do, or a flight to quality; to me SDRY sits in a good spot of affordable quality.
Personally i find it quite interesting that the fall in this company a couple of years ago was attributed (amongst other things) to not being fashionable, to their product being frequently worn by older people, having lost it's relevance, it's edge, it's trendiness because of those older buyers. I totally disagree with this. I do think the proliferating use of the brand's esteem into non core, non clothing items was a major factor.
We have to look at age demographic changes here; the increasing life expectancy, and for many the increasing affluence among many previously considered to have little disposable income. In my opinion, the desire of say 30-50's to look stylish has risen exponentially in the last 2 decades, and in fact this market, considered the downfall of the company, is actually potentially a great market, niche, of customers with disposable income. What are your other options clothing wise if you don't want to look dowdy? M&S? Next? Not everyone can afford Ralph Lauren.
Yes it needs skillful execution to be trendy to both an 18something and relevant to a 40 something, but i believe it can be done and should be done. That 'older' market is so unserved by a quality stylish product such as that SDRY offers. It should be embraced.