What makes a person loyal to a certain brand? You know how somebody just has to wear only a certain brand of shoes or pants or shirts? Some ladies are crazy about only Michael Kors or they have to carry a Kate Spade, Betsey Johnson or Coach purse. Sometimes it is a perceived status symbol. A friend who was VP of Ticketing at the Diamondbacks gave a career speech at an inner city school and asked if there were any questions. One kid recognized her Louis Vuitton purse and asked, “I just want to know how much you paid for that?” In some parts kids have been killed for their shoes. Luckily Dianne made it out alive with her purse but after retiring from the sports arena and working in the non profit field, she slashed her budget and started shopping at JC Penney. Surprising herself she says, “Hey, they have some nice stuff.”
So why else do people have brand loyalty? It’s either style, advertising, customer service, or perhaps fit. In the golf world there is a certain group of ladies that will only buy Jamie Saddock whose mantra is “Corrosion of Conformity.” Any pro shop with a golf course architected by Greg Norman will have, guess what apparel in the shop? Look for the land shark logo applied.
When it comes to shoe loyalty it is usually about comfort, fit and performance. Is there enough arch support? Are they wide enough? How do the spikes feel when you walk and when you swing? How many shoes are in your closet or garage that gave you heel or toe blisters to never be worn again?