Provide Merchandise That Allows Consumers to Fantasize

I applaud two apparel retailers (who also happen to be clients of mine) who truly “get” women: Boston Proper, an upscale women’s clothing company, and Spanx, a shapewear company whose products many customers say they truly “can’t live without.” Both companies are run by smart women who live their brand values. They take a continual pulse of their customers’ lives via social media connections such as Facebook and Twitter, and, even more important, through live customer listening sessions.