People ask me if I am worried about all of the American retailers coming to Canada.
Victoria’s Secret was the first to arrive and I have to admit it did worry me in the beginning. They have such a loyal following, enticing ads and very competitive prices. But it didn’t take long for me to learn there was no reason to worry – our customers who "strayed away", soon came back, with more loyalty to Linea Intima than ever! (Even the inexpensive copy of the Hanky Panky thong wasn’t enough to keep customers away for long, from the tried-and-true quality of the original.)
I guess what my mother taught me as I was growing up is still true today - "You get what you pay for." and “A deal that seems too good to be true, usually is.” The powerful support and shape-enhancing lift of our bras (in all cup sizes) is true value and a good deal for your fashion dollar.
Now people are asking how I feel about Saks and Nordstrom arriving on our "turf" and are wondering how will I compete?
There’s no doubt, they are beautiful stores with huge buying power, and a stable of private label brands. They have an aura about them that’s very attractive, not to mention, their huge advertising budgets.
But here’s how I look at it:
I see this as a wonderful time for our business, with a lot of opportunity for growth. No department store can compete with us in terms of the abundance of choices we offer in bra styles and size range. No department store can compete with our product knowledge and customer service. No department store (nor a lot of other stores for that matter) can come close to our bra-fitting expertise, attention to detail and dedication to providing what our customers need and want.
So you might ask, how is Linea Intima preparing to compete with "the new kids" in town?
We are staying focused on our mission to change women’s lives one bra at a time and our quest to be the best in the bra business. We will continue on our path to provide all staff with the highest level of training and product knowledge. We will always seek out the newest brands and latest styles from around the world. We will continue to improve our merchandise assortment and always strive to offer our customers the highest quality products, at the best price for that quality.
We will re-create and update our displays and merchandising regularly to ensure your Linea Intima experience is memorable, at each one of our stores.
When you get compliments about the way you look and when you are comfortable, confident and happy, then it means we’ve done our job right and have achieved our mission.
Please let me know if you agree.