In our excursion through Georgetown, we discovered that the companies there are unique in their methods to stand out against all the other companies around them.
5 things that make companies like Nike, Lush and Sprinkles stand out are:
1) Use notable persons that appeal to the customer for advertising and marketing 2) Emphasize and advertise values that customers align with 3) Model the layout of their stores based on their values and customer values 4) Continue to evaluate customer needs and beliefs to update their products and their supply chain 5) Undertake ventures with charities and nonprofits to maintain a high image of social responsibility
How Can Other Companies Use These Ideas?
One thing other companies should focus on is integrating customer values within their own. In Nike, Lush, and Sprinkles, each company is able to generate popularity and respect from their consumers due to their strong system of ethics. In simply creating a foundation that not only successfully markets a company's product but also promotes their own values and beliefs, they are able to create environments that both employees and customers find attractive and worthwhile. Furthermore, in using these ideas, other companies can work to find the significance in the advancements of the new generation, adapting to new technological advances or changes when creating new products, values, or designs.
Tejas and George with employee Lucy
Featured Bubble Bars
Adora and Deanna in front of the Animal Cruelty free poster
With the world constantly changing, companies must work to infuse ideas into their business in order to fit into the new generation and stand out from the crowd. One business that is very successful compared to others is Lush Cosmetics. At Lush, there are a variety of themes, business practices, and products that continuously attract customers from all over. In interviewing an employee, Lucy, we were told that the ingredients within all of their products are a vital part in making Lush so successful. More specifically, Lush has a team of “ethical buyers” who work to find materials that satisfy their products and standards. Every product is handmade by staff members using natural ingredients, which are always available for curious customers. Not only does this promote their values to their customers, but it provides validation for those who are interested in buying Lush products. Furthermore, Lush gears their attention towards core values that appeals to the new generation such as animal cruelty free items and “naked” or minimal packaging campaigns. For example, Lucy mentioned that a small bar of shampoo at Lush can last up to 200 hundred washes, which saves an immense amount of bottles. With posters and signs highlighting their mission both inside and outside of their store, it again attracts those walking by. Customers come to Lush because their values align so closely with Lush's and the employees at Lush. These core values are also what attracts potential employees such as Lucy as she used to work at Bath and Body Works before moving over and loving her experience at Lush thus far. In simply encouraging company values, a positive, flourishing, and enjoyable work environment is created for each employee. The inclusiveness that Lush provides to both their customers and staff results in innovative growth as they continue to produce new products that will become more popular within the generation.
Transparency of Ingredients
Nike manages to outdo its competitors in the way that it empathizes with its consumers. They maintain their brand loyalty by providing useful features, such as apps that enhance your workout experience by giving guided instruction and tools to monitor your vital signs, a treadmill in the store to give you an authentic experience of working out in the shoes you are looking to purchase, as well as focusing on comfort and variety in their product design. Their store in Georgetown is specifically marketed towards female runners, with the entire first floor consisting of exclusively women’s running apparel, and staff members being female runners themselves. Nike embraces their customer base, and for many who go window shopping, it is immediately attractive.
Tejas and George have an insightful conversation with Mikaela, a Nike manager
Garrett on a treadmill testing Nike shoes
"Clumsy" Mody examining Nike's new line for women's shoes
Our Snack: Sprinkles Cupcakes
While cupcakes are a common dessert enjoyed by many, Sprinkles Cupcakes goes out of its way to provide their customers with a new experience, displaying a variety of flavors and options that are dynamic, adapting to the seasons. However, what makes this cupcake shop stand out does not end with the cupcakes itself. As a business, Sprinkles also shows their customers what it means to be a community. By participating in charities or providing for local food banks, they demonstrate to their customers that they value more than the profits of their popular products, a key aspect to a great business. Furthermore, Sprinkles demonstrates the quality over quantity ideology. In talking with employee Brenna, it was evident that Sprinkles puts in time, consideration, and dedication into everything they do. While their cupcakes may be more costly for many, many customers continue to come in in order to buy their products, indicating that Sprinkles is able to attract customers thanks to their business values despite higher prices for a cupcake.
Although Sprinkles consists of a simple marketing tactic, their mission to not only give back to the community but also incorporate their customers into their own community allows them to find a large attraction of customer interest. By promoting values or trends that appeal to the new generation of people, almost any business or organization will be able to strengthen its appeal to those it serves. Rather than simply focusing on their product, it is important to be inclusive of those in the working environment and those who are not. Because Sprinkles establishes a trendy, welcoming atmosphere all while promoting the use of fresh ingredients and causes that support world hunger, children, and women, they are able to build upon themselves, being open to anyone who is also interested in joining.
All of us with employee Brenna
Tejas learns more about Sprinkles' business while George, Adora and Rahul decide on their tasty treats