Brand Your Success By Enlivening Customers’ Experience

2. Develop a merchandise concept. “Ask yourself, ‘What do you do?’” Boyle challenged the audience to never sell items, but to sell merchandise concepts through themes. She gave the example of Pottery Barn’s catalog vs. Home Decorators Collection’s catalog. In Home Decorators Collection, pages are filled with lots of product options, but don’t necessarily have a merchandise concept. In Pottery Barn, the pages “own a look; it’s all about lifestyle,” Boyle said.