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The recession arrives at an Israel fashion chain

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crazy-line_mayaThe Israeli consumer is a little different from many others, often characterized as relatively optimistic and better able to deal with stress. (Sadly, this is the result of a highly tense day-to-day reality.) So the recession has been slower to affect her behavior than it has that of her counterparts in the U.S. and elsewhere.

Now, however, the recession is gradually influencing the choices and lifestyle of many Israeli consumers, a shift that’s come to the attention of some marketers and one fashion retailer in particular, Crazy Line. The chain recently launched a “basic line,” a clever way of retaining loyal customers who are now looking for cheaper clothing and attracting the value-for-money (VFM) consumer without damaging brand perceptions or forcing price adjustments for the original range. By providing existing customers with a lower-priced option, Crazy Line also minimizes the chances they will go elsewhere for a VFM solution.


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