Well, it may be ok for individuals to follow the crowd when it comes to fashion, but in business "following the crowd" will get you nowhere. "Set Yourself Apart" seems to be one of the predominant messages I'm getting today in my readings. Every morning I read a business or motivational book for about a half hour - something to get my mind focused. I've started reading Multiple Streams of Internet Income by Robert G. Allen. I've read this book before a few years ago, but I needed a refresher. And also, since today is Sunday, I had to check out the "Currents" section of the newspaper which talks about fashion and lifestyle.
In chapter 3 of the book, Multiple Streams of Internet Income, Allen talks about USP, the acronym for unique selling proposition, and asks us to ponder these questions: Why should anyone buy from you? What advantage can you offer that truly separates you from the pack?
For two boutique owners in San Diego, they understand this concept. In an article by Maria C. Hunt in today's Union Tribune, they talk about their buying habits.
Mary Ann Berta, the owner of boutique at the Hotel Del Coronado has a very diverse clientele from all over the world. "The more unique the better for me," Berta said in a statement. "You have to work it so you try different things."
In another part of the county, there's Jessica Agatucci who owns Tucci, another boutique that caters to women. She says, "I carry a lot of lines exclusive to San Diego because I found when I was going to open the store, I couldn't get a lot of the lines I was planning on carrying because of all the surrounding stores. It benefited me in the long run."
If you're a clothing store owner, what are you doing to set yourself apart from the competition? All this talk has got me thinking about what I could do in my business to make it better...
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