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Of course, the ultimate vendor sin is still, as you might expect, selling a direct competitor. “It drives me crazy when a designer sells a competitor in your zip code and then says it was a mistake,” one retailer says.
“We worked with a company, a diamond jewelry brand, and promoted them to our clients. We had some events, sent some mailers, and had begun to develop a clientele. Then they pulled a line to be in another, larger store nearby. We had customers coming in asking about the line that we had built and which now resides at our competitors.”
That bridge? Burned forever. And you can bet that retailer tells other retailers that story, too.
WHAT’S HOT?
What brands are most sought after? Yes, David Yurman and Rolex are on the top of the list by far. You don’t need this article to know that. And John Hardy and Cartier follow them, also as expected. Other watch brands get high marks for consumer recognition: Tag Heuer, Breitling, Patek Philippe, Jaeger-LeCoultre, and Panerai.
When you ask who has the best marketing materials you get pretty much the same answers: David Yurman, Rolex, John Hardy, Cartier, and Tag Heuer.
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