Attention Clothing Retailers
September 26, 2009 by Christine Scaman
When I was looking for a room in a spa or salon to do PCAs, I spoke with 9 different businesses. 8 were run by women, 1 by a man. Know how many were even curious? Know how many said “That sounds interesting.” or “I remember it from the 80s and it didn’t work. Has it changed?”, let alone saw an opportunity to expand their own business? One. 1. That’s it. (Proud to say she was a woman.)
I encounter so much more resistance to the concept of colour analysis from the women who sell to other women than I do from anyone else. More than from men who sell to women. More than from the clients themselves.
I understand caution about new ideas. I have it myself.
I understand that retailers have negative memories from the old days. Women would come in with those annoying swatches. If the item didn’t match the swatch, they wouldn’t buy, and neither would their friend. What a headache. When it finally died down, they celebrated.
Clearing the air
There is one source of doubt that I’d like to dispel.
Colour Analysts are not your competition. We are not selling clothing or hair colour. We are selling knowledge that can’t be acquired any other way – but information that is invaluable to you as you advise your client.
Your GP is not competing with your dermatologist. They are helping you in different ways.
Nobody is saying that you are not good with colour. You are as good as anyone can be without a true analysis of the client. Nobody can see anybody’s undertones. The more people you analyze, the clearer that becomes. It’s not a flaw or a fault. Nobody is capable of it by just looking at someone.
It is not an accident that the genius marketers at Macy’s employ colour analysts. It is a new spin on the very prestigious and successful concept of personal shopping. They’re not firing them for lack of consumer interest or any other reason.
A good marketer sees selling opportunity everywhere. They don’t fight a rising tide, they ride it. If your antennae are up, you can turn anything to your business advantage.
Consumers will want you to understand how PCA works. You can’t wait it out or pretend it’s wrong. Other stores will join in. Your client will shop at those stores because she’s happier with every single purchase. She’ll go out of town to shop because the big stores will get in on this first.
Just as corporations were finally forced to learn and participate in social media, anyone who dispenses clothes or makeup advice will eventually have to make some room for seasonal colour analysis. In the beginning, the corporations didn’t know how to talk to their market, so they stayed silent. They paid a price for that and are still trying to catch up. Is your business so good that you can ignore this marketing occasion? There is barely any investment. What in the world is there to lose?
Use this to your advantage. Step out from the crowd and start a conversation. PCA’s can help you help your client. If you empower your client, she will love you. If you save her money, your word will be gospel. If you save her time, she will tell all her friends about you if she hasn’t already. She will return again and again and spend money because she is never disappointed.
If we allow our marketing juices to flow, we can help each other. Our clients will be overjoyed.