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Article: Building Brand Loyalty : With an ear to its customers, Bath & Body Works' products meet customer needs.
- Article from:
- Global Cosmetic Industry
- Article date:
- April 1, 2000
- Author:
CopyrightCOPYRIGHT 2000 Advanstar Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Ask Bath & Body Works' general merchandise manager Mike Stromberg how the retailer maintains--and continuously re-ignites--its niche in the bath and body markets, and he quickly responds, "We talk to our customers." Nearly nine years ago, when the first Bath & Body Works concept shop was tested within Express stores, its parent company, Intimate Brands, which is 84 percent owned by The Limited Inc. (which owns Express stores), probably never fathomed its unparalleled success. "Originally, we had to see if the concept had legs," explains Stromberg. "As Bath & Body Works as a concept and brand gained strength and consumer recognition, we were up-and-running."
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