Mr Price just keeps winning, while other retailers sleep, check coast and wonder why their profits are dwindling. Like, come to 2015, already! We’re here waiting.
Yesterday, which was First Thursday down here in the Cape Tizzle Super Bizzle, Mali and I went to check out Mr P’s brand new pop-up store, slap bang in the middle of Long Street. It’s not only a great idea to be located here- which they will be for the next six months- but to latch onto the First Thursday vibe as a brand that has absolute squat to do with art (something most of us go to First Thursdays for), is nothing short of inspired!
They are starting off with a seventies-style offering to celebrate opening weekend and this will be followed by a new theme and design treatment, every month, to highlight MRP’s latest ranges. On First Thursdays the store will be open till late, with “fun activities taking place”, according to the press release. There’s WIFI in-store and even if you don’t want to be carrying stuff around with you, this means you can just shop in their online store and have your merch delivered to where you live.
As a trend researcher and analyst (yes, I do have a day job), a lot of my work is about looking at how brands are relating to a changing consumer landscape and I find that very few are winning at keeping up with the so-called millennial generation and our demands for two-way engagement, instant gratification and experience, among other things (we are so complex, yoh). Heaven knows WTF brands that aren’t keeping up will do in the near future as Generation Z come of age. These kids are about to make it even more difficult for them to stay relevant! (Ei saan)
See, people know they are being marketed to, so never get that twisted. It’s how you go about marketing to them that matters most. To me, Mr P represents a brand that values social currency and one that has a complete understanding of the fact that, in today’s world, your brand is not what you’d like people to believe it is, it’s what people tell each other it is. This can all be brought right back to the power of social media and the interactions people have between each other about your brand.
I think, I think, Mr P are well aware of this and they are winning because of it!
By Sandiso Ngubane