Selling a dream

Hi ALL!
This will be my last blog entry. It had been 2.5 months into my internship and yesterday was my first time going into a new business meeting together with my Managing Director for SEA, previously it was with my directors.

During the meeting, I got to learn more about her background and the projects she was previously working on. It was rathering inspiring hearing her speak. At the tip of her fingers, she knew all the answers to the client's question.

One of the things I took away from the meeting was a question the client asked, "Why is XXX brand so successful?" Her immediate answer was, " They are Selling A Dream."

I thought to myself, "Wow, selling a dream...how true is that!"

Tiffany and Co had been selling a dream to all women! Luxury brands such as Chanel, Gucci, Prada.. they are all selling a dream to their customers.

Mr Robert Polet, chairman of the Gucci Group, believes that his company is in the business of selling dreams – and one can’t put a price tag on a dream.

He said, “People buy our brands because they want to be a part of a particular dream… So people before going into the store, they decide ‘I would like to be part of that dream.’ And that is an emotional decision. It’s an aspirational decision for many. And they’re seduced when in the store; they’re seduced by the product, by a really desirable product that you cannot resist … This is not about selling bags or shoes or ties or suits. This is about ‘Would you like to be a Gucci man or a Gucci woman?’”

This "Selling A Dream" might seem more like a marketing strategy, however, today, in this time and age, marketing, public relations and all other business segment have to be integrated to create greater sales and publicity for the company.

Jessie Chee
14525157
Curtin Singapore