Thursday, November 29, 2012

Manipulation 102: retail sales

I was reading this NY Times article on the clothing brand Zara and was impressed by how they managed to create and sustain demand for their products. First of all, they are faceless, their founder never having given an interview and their designers nameless:

Ortega has never given an interview, according to his communications department, nor does he attend award ceremonies or parties. He rarely allows his picture to be taken. Pablo Isla, who took over the company when the 76-year-old Ortega stepped down as chairman last year, rarely gives interviews or waves to the camera, either. In fact, the public face of Inditex is its soft-spoken communications director, Jesus Echevarría, who, as I discovered during a recent visit to the Inditex complex, is perhaps the only communications director on the planet who all but apologizes whenever he must answer questions about Inditex’s runaway success.
***
Inditex owes none of its success to advertising. That’s because Inditex doesn’t advertise. It hardly even has a marketing department, and it doesn’t engage in flashy campaigns, as its competitors do, teaming up with fashion designers like Stella McCartney, Karl Lagerfeld, Martin Margiela and Marni. Zara’s designers are completely anonymous; some would say this is because they are copiers rather than designers.

I actually think this is one of the bigger benefits of having an anonymous blog -- being nameless and faceless just makes it easier for people to project what they want to see onto you.

Zara doesn't self-promote, instead they let their satisfied customers talk them up:

“In New York, they did one page saying they were opening — in The New York Times,” Echevarría said. “But it’s not a campaign; it’s an announcement; it’s information. The company does not talk about itself. The idea was that the client was to talk about the company. It was not to say how good it could be. The customer would say that if it was deserved.”

This is one of my favorite ways to seduce, partly because I'm actually very lazy about it. I would much rather just become known as somewhat of a desired commodity and have people come to me rather than the other way around. Although I do sometimes go out with the goal of meeting people and can be very aggressive when I want to be, I find that I get better longterm results this way. People think it's their choice and that gives them a false sense of control and they have an incentive to keep justifying the choice to themselves (who wants to admit they were wrong?) by continuing to idealize me.

Zara is not a one-model fits all operation, it (sneakily) tries to closely follow the idiosyncrasies of its clientele:

But a brand at Inditex will make a fall collection, for example, and then ship only three or four dresses or shirts or jackets in each style to a store. There’s very little leftover stock, few extra-smalls or mediums hiding in the back. But store managers can request more if there’s demand. They also monitor customers’ reactions, on the basis of what they buy and don’t buy, and what they say to a sales clerk: “I like this scooped collar” or “I hate zippers at the ankles.” Inditex says its sales staff is trained to draw out these sorts of comments from their customers. Every day, store managers report this information to headquarters, where it is then transmitted to a vast team of in-house designers, who quickly develop new designs and send them to factories to be turned into clothes.
***
That means that if Inditex stores in London, Tokyo and São Paulo all have customers responding enthusiastically to, let’s say, sequined cranberry-colored hot pants, Inditex can deliver more of these, or a variation on hot pants, sequins or that cranberry color, to stores within three weeks. The company tries to keep the stock fresh; one promise its stores make is that you will always be buying something nearly unique. Merchandise moves incredibly quickly, even by fast-fashion standards. All those thousands of Inditex stores receive deliveries of new clothes twice a week.

This reminded me of the way I will constantly datamine little tidbits of information on people to add to my  mental dossiers of them that help me cater to their unique desires.

Finally, they promote a feeling of scarcity, causing people to want to buy when they feel the urge because the opportunity may never present itself again:

In this way, says Masoud Golsorkhi, the editor of Tank, a London magazine about culture and fashion, Inditex has completely changed consumer behavior. “When you went to Gucci or Chanel in October, you knew the chances were good that clothes would still be there in February,” he says. “With Zara, you know that if you don’t buy it, right then and there, within 11 days the entire stock will change. You buy it now or never. And because the prices are so low, you buy it now.”

This one is probably the hardest for me to pull off if I am honestly interested in the person, but I have seen it be very effective when I truly am only feeling a fleeting interest in a person. Ah well, there is always room for improvement.

66 comments:

  1. You must be really bored if you're comparing your psychosocial strategies to a clothing brand.

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  2. Can someone explain whats going on in the forum. I'm trying to do some lurking n its becoming a pain in the caboose

    ReplyDelete
    Replies
    1. Some druggie shaman who lives on his mum's couch has internet access, and is making us all suffer for our numerous sins, accordingly.

      At least it was motivation for adding to the SW Novel.

      Delete
    2. Kinda sucks I'm drug free right now.(100% by choice) but I want some of whatever he has. Seems like crank, it'd going to be one hell of a crash I know that. He should of had a red bull perhaps he would have grown wings so he could fly up there to talk to god.

      Delete
    3. I don't know what that guy's story is. I'm not sure if he's high, or crazy, or an elaborate troll, or all three.

      Redbull sadly does not give you wings, but if you drink enough of it, you can have a psychotic break with reality, or possibly a heart attack.

      Totally worth it.

      Delete
  3. Been waiting to go back n read the sw novel. I like to follow along n read it as if it's a movie playing in my head. reminds me of inception, interesting but hard to follow.

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    Replies
    1. If you couldn't follow Inception, that novel is going to throw you for a loop :P

      Delete
  4. Good Morning, Rich!

    I hear M.E about the projection. Most of one's life, one is projecting one's inner movie onto others. You can see it on here, when someone becomes someone's mother, sister and people have huge emotional reactions ~

    Falling in love is somewhat of a projection, too. You fall in love with your dream lover. Later, you may wake up to a totally different person.

    Also we, all, have a flaw in that that we want to find someone who is "good". I think that is behind celebrity worship( or worship of royalty) We want to think the concept of a "good" person does exist because the world feels so low down and dirty and we don't want to admit just how bad human nature is. We want to have an illusion, basically.

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    1. I have that illusion alot, that is why it was like an "AH-HA Moment" when I learned about Sociopaths/Psychopaths/Borderlines, Predators, ETC.......

      Now I know the capacity of evil and my approach with women is alot different than it used to be, to me now its basically you have to either know them very well as friends first, or I will think they have a "patho;logy" until PROVEN that they dont.......

      Sad to say, but these days, it is a must!

      Delete
  5. My tooth has been killing me lately, so I have mostly just been taking my methadone, getting home, saying hi to you all, popping a 2mg xanax and falling asleep.......

    So I had so catching up to do on "Up from the sofa"

    IT IS FANTASTIC!!!!!! The writer writes in such a way that you can perfectly picture what is going on, in your head. Hee should be an author, very good work! I have saved all of them :)

    I especially liked when he named everybody and their positions and said how I liked flirting with hot chicks on the net, securing the premesis, playing video games, and writing manic post on my favorite blog, sociopathworld!!!! LOL that was awesome!

    PS- Iam delighted to see that Virus is now working security with me, he can be counted on to keep the building safe and secure with his skills as a US Marine.

    "Up From The Sofa" deserves an A+ FOUR STARS!!!!!!!!!

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  6. Ok people try a remain stable. Let's tackle today's blog and not make a circus of ourselves.

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  7. Thank you, Rich. I feed on people's comments. Is that Narcissism~~

    I will be doing the episodes on the previous days blog, so as not to disturb the Comment sections with the three ring.

    ReplyDelete
    Replies
    1. "Is that Narcissism~~"

      Shite

      Delete
    2. Nice, thank you for letting me know that :)

      I dont think it is "Narcissism" exactly, I think it is more "Positive Reinforcement" of knowing that we enjoy Up From the Sofa so you keep on writing it......

      But, their may be a TOUCH of Narcissism involved! LOL!

      Thank you for your great stories!!!!!

      Delete
  8. M.E. Your post reminded me of how upscale clothing stores operated in small cities for years with many similar operating skills which assured them of success. But I see they are operating on a different realm as their higher staff members are more "narcissist," and the games are somewhat different, now. In other words, they are not "shy" in flaunting their narcissist operating skills?

    After all, narcissists love games!

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  9. I can't get on the Forum but I want to say that Raven and Elicit are lovely together!

    ReplyDelete
    Replies
    1. Does it really make you happy?

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    2. Raven is pretty!!!!! I have never seen Elicit but i'd like to think she is too! LOL

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    3. OMG somebody made a thread called "Raven and Elicit are lonely losers"

      HOW MEAN!!!!!!!

      Delete
    4. She is very pretty, Rich. I can't stop looking at her. :D

      Delete
  10. There are more episodes on yesterdays post, Rich.

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  11. everyone manipulates and lies
    Manipulation 102: retail sales
    case and point

    ReplyDelete
  12. Fake Medusa continued:

    "No one walks out of here ugly", Raven sniped.

    Medusa flicked open her switchblade and pointed in downwards into the flesh in the arm of the leather chair.


    At this, the corners of Raven's mouth curled slightly upwards. She grabbed Medusa by the hair and hurled her from the massage chair into one of the barber's chairs. "You want ugly. I'll give you ugly"
    ...........................................................................................
    No one at the office said anything about Medusa's new look except for Rich, who was on his way to legal to sign some waivers. He'd been in and out of M.E.'s and CEO's offices all day.

    Hi Medusa!!!!! I love your new hairdo!!!!! It's so interesting!!!!! Is that like a mullet/crew cut combo????? I love it!!!!!

    Grrrreat, another new batshit idiot hire. Medusa forced a tight-lipped smile and returned Rich's compliment saying how nice he looked in his new sports jacket.

    I know, right???? Monica said it's been hanging in the lost and found for about a year!!!!! Someone who used to work here left it!!!!! I can't believe it fits!!!!! I'm so lucky!!!!!

    The only former employee large enough to have fit that coat would have been Rescogitans. Medusa smiled at the memories of their sardonic exchanges. Oh well, he was probably being tortured by his nagging new Mrs. -Heh.

    Rich had been interested in talking to Medusa since coming in for his initial interviews. He wasn't sure why he'd always been so attracted to such nasty bitches and now he was determined to find out. He made his move.

    Medusa, guess what?? My uncle died and left me a ton of old jazz records!!! They're one of a kind! .... Thelonius Monk!!! Oscar Peterson!!! They're amazing!!! Would you like to listen to them one day???

    Silence. Medusa's eyes were glazing over in her famous detached manner.

    Rich was determined. Hey Medusa, where'd you go? Did you hear me? I asked if you wanted to come listen to some extremely rare recordings of very famous jazz pianists!!!! I can even bring them in and lend them to you!!!!

    More Silence.

    Rich was beginning to think Medusa was more than just a bitch. She looked comatose as well. He decided to let it go. As he was walking away, something told her to say yes.


    ReplyDelete
    Replies
    1. I love this writing. It touches me like my favorite author, Stephen King. Don't give us a taste and go away now! Whoever you are, you were made to write!!

      Delete
    2. LOL Love this, fake Medusa.

      Delete
    3. Thank you very much, Monica and Elicit.

      There are some very good and funny writers here who are inspiring.


      Delete
    4. I will keep it up if Sofa will keep it up.

      Delete
    5. I am so grateful to have a place to do so, as I am coming alive as I am writing.

      Delete
  13. All fashions are onlly good for a season.

    ReplyDelete


  14. Rich found himself pulling up the Bluebird files when no one was around. Rich had a highly tuned conscience and it was screaming at him. "You were hired for your integrity. You were hired to protect and serve these people. They have been good to you. WHAT THE FUCK IS WRONG WITH YOU???????" Rich listened, but continued to look up Bluebird, first once a day, then twice, then whenever he could. One day, he made up his mind, he would call her. The next day, he made up his mind he would go to her house.

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    Replies
    1. Monica was setting out to meet Literary Anon(LA) on a sunny Saturday morning. Monica was not as sweet as she appeared. LA was not as erudite as he appeared. They came together for a pleasant cup of espresso in the small and trendy coffee bar, in the center of the Barnes and Noble store in downtown Boca Raton. They each loved books. They each had escaped into them when childhood got too bad. They each had escaped into them when adolescence had gotten too bad. They each had escaped into them when adulthood had gotten too bad. Instead of real living, they lived in a world of their own where lovers did what you wanted and you never had to get dirty, most especially.

      Delete
    2. Your bloodstained teeth, lips, ah, you damnable whore, how many of the brethren have you taken?

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    3. Giving yourself away you fucking cunt?

      Delete
    4. Am I mad?

      Look around you, look me in the eye and tell me...

      Creation attests, the cup is almost filled.

      Delete
  15. Rich's mother told him to get some better friends and some more wholesome interests. You can't stay on that computer all day talking to those degenerate sociopaths and expect good to come of it, she warned. He ignored her. Rich was, always, the most principled of his friends. He could be counted on not fuck the girl who was too drunk to know better. He would clean her up and bring her home, even if she was hot as hell.

    Today, Rich was headed to Warren's Specialty Knife Shop in the trendy, downtown section of Boca Raton, where the ladies dressed in Prada and carried Fendi and Louis Vitton handbags. Each woman looked like the next, as if the Stepford wives had populated out of control and settled in Boca Raton.

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    Replies
    1. Rich entered Warren's Specialty Knives with a nod and a cheery hello to Warren, the owner. Warren opened the locked knife case so Rich could examine each one. Rich touched the intricate, carved ivory handle of one and the thick, cool,steel handle of another. Each knife had it's own essential being. Rich liked this shop very much, especially when Warren would get busy with some of the housewives who wanted carving knifes for their turkeys and leave him alone with Bluebird. I mean, the knives.

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    2. I just read this and started humming this song:

      http://www.youtube.com/watch?v=2-qqC5cBI6E

      Talk about rip tides in calm waters...

      L.A.

      Delete
    3. L.A
      Man, what a song! Please, please put songs to the series. I make you the music director ~

      Delete
  16. LOL! Boca Raton really does look like that in some parts! lol ;)

    Also, Iam pretty principaled in life, you hit that right on the head! But, I also used to do some wild things and hang with wild people, which usually did make me the most principaled of the old group I used to hang with :)

    You have got a good intuition ;)

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  17. Raven kept a light on in her soul. It was not easy with all the doors slamming and the compartments closing. However, the shaft of light may have become a sliver, but it never went out, completely. The birth of her children widened it. The blackness receded, a bit, after their births and she learned to live with it.

    There was room for relationships, but the woman( and men) stayed apart from her, as did everyone but her children. In time, the relationships became too complicated until they became unworkable, as a gearshift with too much oil and too much gunk and too much everything, such that you throw it out. After one too many of these, she decided to be alone.

    ReplyDelete
    Replies
    1. So fucking true! Damn you're good, woman! I mean.. man. :p

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    2. Thank you, Raven. That means a great deal to me!

      Delete
    3. You are beginning to impress me, and that is no easy feat. I'm enjoying this now.

      Delete
  18. Elicit hated woman. The problem was she was one. She hated her mother who made a huge production over everything.She hated her father who succumbed to it all, with a pained look on his face. The problem with hating woman was that she was one.
    She was not your ordinary woman. She was tough. She could go up against the big boys--all 105 pounds of her. They would rue the day they messed with her as she knew all forms of marital arts, but it was not her body that troubled her. It was her heart and the cold prison with which she enshrouded it, like a grave cloth over the living.

    ReplyDelete
    Replies
    1. Elicit hated woman - she hated her mother, she hated her father... LMAO!

      Delete
    2. she knew all forms of marital arts, but it was not her body that troubled her.

      I'm not sure I can choose one favorite line from this one, Sofa. But this one is a contender.

      Delete
  19. Everyone is complex Anon, unless you are the only simple person around ~

    ReplyDelete
    Replies
    1. You think yourself a riddle?

      You are but wood for the fire.

      Delete


  20. Monica invited LA to her house for chili, which had been simmering overnight in the crock pot. They walked the short distance to her Boca Raton town house. It was furnished simply, a la Pottery Barn. She had a tart warmer with an pumpkin pie tart melting, filling the house with an inviting aroma.

    She scooped a cupful of chili for herself and one for LA. She put the scoops in ceramic mugs with large pictures of the Sun, looking as if it were smiling, on the front.
    They went to sit on her porch and eat.

    LA stared at Monica for such a long that he made her uncomfortable. Just when she was going to break the silence with a platitude, he bent over to kiss her in what seemed like a friendly kiss, but his tongue forced itself into her mouth and moved back and forth, in the same rhythm as the drums in the Santana music she had playing in the background.

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    Replies
    1. Fuck yeah. I knew you could do this! Suck it, LA. HAHAHA! Tell me I was right about her opening up on her own terms, sexually. Do it! :D

      Keep fanning that ember of desire, doll... I can't wait to see what else you got.

      Delete
    2. Mmmm, now I have an overwhelming craving for chili. And maybe some warm caramel ;)

      That was fanfuckingtastic writing. Just when I thought "oh god, here comes the cuddle fest" you take it in just the right direction.

      You are full of nice surprises.

      Raven, I happily concede defeat on the matter. Fan that fire, baby.

      L.A.

      Delete
    3. * meant to say admit defeat

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    4. Thank you L.A!
      Warm caramel, just the word sounds................................

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    5. good food does lead to sex, doesn't it.

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    6. Only if used properly ;)

      Delete
  21. That is so gracious of you, Raven. Thank you so very much for your encouragement!

    ReplyDelete

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