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Downturn Opportunities
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Jan 13, 2009 by Mark MaierI think sometimes our clients don't want to hear good news. I think sometimes it is easier to adopt a "gloom and doom" attitude about business changes in this marketplace than to realize the opportunities that the market represents. The Los Angeles Times published "Some Businesses Think Big During The Downturn" with some very interesting business case studies in market opportunity like Raj Swimwear that makes high end swimsuits...."By growing now, they say, they will be better positioned for the future.
"It's a bit counterintuitive doing this in a tough economy," said Alex Bhathal, who owns Raj Manufacturing with sister Lisa Vogel. "The growth and development takes us out of our comfort zone."
Animal Instinct's popular one-piece suit, a skimpy pastiche of sequins, zebra, snake and leopard prints with a revealing cutout along the sides, retails for $124 -- not a cheap item. But it has tripled sales expectations despite the economic slump.
So Raj, which manufactures swimsuits for Guess, St. John and Athena, has added international accounts, launched an in-house luxury line and built 10,000 additional square feet of warehouse space.
Retailers Forever 21 Inc. and Kohl's Corp. are also expanding. The two chains recently bid $6.25 million to move into 46 Mervyns stores left vacant by the chain's recent Chapter 11 bankruptcy and liquidation.
Walt Disney Co. isn't standing pat, announcing in October that it would spend $1 billion to make over its disappointing California Adventure park.
And pizza chain Shakey's, riding high from a rollout of renovations and an improved menu that resulted in a 9% jump in revenue in the last four years, is opening new locations for the first time in 15 years."
The informative article from the Times makes for a great seeding article. What makes this story more compelling to your clients that are considering bumping up the advertising spend is if you have past store traffic information that would go into the EFS Generator so you can show them the Return On Investement for the advertising outlay.
Related CategoriesSo Raj, which manufactures swimsuits for Guess, St. John and Athena, has added international accounts, launched an in-house luxury line and built 10,000 additional square feet of warehouse space.
Retailers Forever 21 Inc. and Kohl's Corp. are also expanding. The two chains recently bid $6.25 million to move into 46 Mervyns stores left vacant by the chain's recent Chapter 11 bankruptcy and liquidation.
Walt Disney Co. isn't standing pat, announcing in October that it would spend $1 billion to make over its disappointing California Adventure park.
And pizza chain Shakey's, riding high from a rollout of renovations and an improved menu that resulted in a 9% jump in revenue in the last four years, is opening new locations for the first time in 15 years."
The informative article from the Times makes for a great seeding article. What makes this story more compelling to your clients that are considering bumping up the advertising spend is if you have past store traffic information that would go into the EFS Generator so you can show them the Return On Investement for the advertising outlay.
