Product Design

Here is a little marketing secret that is no secret to anyone with marketing experience: the product is not that important. The old saying goes “Sell the success, not the necktie.”

The product should be good, adequate for the task, never disappointing. Some businesses do in fact sell product, and apologies to them, but for 90% of consumer goods the product is only secondary to the image. Of course you don’t want to tell your customers about this.

I highly recommend looking into Abercrombie & Fitch as an excellent marketing model. They sell sex to teenagers. Slam dunk or what? And if you want to know whether the teenagers are satisfied with their purchases, you betcha!

Uluwatu sells Bali and sensuality, everyone’s dream of a tropical romantic paradise. The shops are beautiful and welcoming and blessedly cool. To take a little Uluwatu home, we have an appealing product for our customer to buy and carry away with them.

Our number one seller is consistently the kebaya blouse – not just a beautiful blouse, but a souvenir of Indonesia that is both practical back home, and a remembrance of a beautiful Bali vacation.

Now, no mistake, the quality is excellent and we have very few disappointed customers. But our customers are not shopping because they need new clothes; they are shopping for entertainment.