Anna Alex associates the term “trust” with things like family, friends … and business relationships. These are essential components of her company’s business concept. The firm turns an old-fashioned shopping trip into a new-fashioned private event. Guys who order one of the boxes (or, alas, delegate even that task) can don the duds at home and put on a fashion show for family and friends, or strut their stuff as they walk into the office on Monday morning. Anna Alex encourages her customers to enjoy this feelgood experience and celebrate it as a simple everyday pleasure.
The opinions of partners, friends and colleagues; the price, the brands and the strokes of the moment; all of this direct and indirect feedback creates lasting trust and is an integral part of the customer’s decision-making process. This chap comes to know that his next clothing purchase is not going to be a sweaty necessary evil, but rather a little bit of Christmas all for himself. For Anna Alex, the nicest proof of trust comes when a man moves a tad beyond his style status quo.
“Innovations are not by necessity always a brainchild of the company’s bigwigs.”
The customer takes centre stage – from head to toe. This is because his satisfaction is the key driver of loyalty and thus the repeat purchase rate. After a customer has completed a standardised questionnaire online, one of the fashion consultants contacts him (optionally) by phone. In these conversations, a personal relationship evolves and further ideas emerge. With all this information in hand, the fashion consultants put together the perfect outfit package.