The new modesty: ditch the bag

I suggested a while ago that the number of visible carrier bags was an indicator of retail sales. Well, perhaps there are exceptions to this rule. 

So here we are, possibly emerging from the recession, and shoppers are getting out and about. Shock, and horror, some people are using budget retail bags to conceal their premium-priced purchases. Here is a quote from Marc Cohen, a director at Ledbury Research, which compiles data on behalf of luxury companies:

“There is some guilt or shame out there, and people don’t want to be seen being bolder or overly ostentatious when other people are having a rough time.”

So the new rule: don’t believe the surface level of what you see; dig deeper.

Kevin Harrington Partner

Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.

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