Surprisingly for 50 percent of our group I guess, probably not for the other 2 persons. Tights and customer loyalty, a happy marriage!
Saturday evening, a regular TV-night with the ordinary decoction of ‘idol’; X-factor. A night not to remember normally but now this wasn’t the case thanks to the performance of Cheryl Cole (famous UK pop star) or at least Cheryl Cole’s tights. She wore Wolford’s Bondage tights with a zebra print on it. This fact was staggering enough to hit the cover of several Sunday newspapers and to cause a rush for hosiery like the Californian one in 1848. The interest in tights has been growing since al long time. They used to be just a subtle addition to a skirt or dress. Now they have become a theme in themselves. Tight sellers found out women remain very loyal to one brand when it comes to buying tights. Merchandising director Luisa De Paula phrases it like this: “The hosiery category has significantly grown through repeat purchase, driven by customer loyalty with brands such as Falke”. The marketing manager of Waldorf come to the same conclusion, in the beginning of every season customers come back to check out to new trends or just buy another pair of basic stocks. Women being very loyal over the brand of their ‘socks’, I didn’t expect.
I cannot confirm these facts in the article, but maybe Liesbet or Annelies could?
Bob Dossche
(Financial Times)
Hi!
BeantwoordenVerwijderenX Factor UK is very popular in the UK, there are millions of people who watch the show every Saturday evening. Every Sunday morning the rest of the world can see the live show on YouTube (including me). Cheryl Cole, ex-Girls Aloud member is now, after she's been through a lot, more popular than ever! She has become an example for girls and women! She definitely influences them!
It's true, good tights are hard to find. I think if you have found a good tight brand, you stick to it! And indeed, thights/socks have to be fashionable too! And every year other colours and designs are hot!
Liesbet G.
I personally don't agree entirely with this statement. Anyhow, I'm not a huge fan of tights (I can't even remind the name of the brand of my few pantyhoses!). That's why I presume that I'm an exception to this rule.
BeantwoordenVerwijderenHowever, it is true that if I have found products with an extremely good quality (this doesn't only count for tights), I tend to stick to that particular brand, just like Liesbet said.
Moreover,I believe that we are all influenced by what we see in the media and by people we admire, although this is often an unintentional process.
Annelies