MANAGEMENT RESEARCH: NEWS, VIEWS & IDEAS

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Showing posts with label Marketing. Show all posts
Showing posts with label Marketing. Show all posts

Sunday, September 22, 2013

MARKETING POCKETLESS SHIRTS


By Prof. Mahesh P. Bhave
Prof. Mahesh P. Bhave
  
I bought my first shirt without a pocket on the left front panelby accident. While browsing through the piles of shirts at a well-known retailer, I liked the lightly striped white shirt – the texture of the fabric, the shape of the collar. Only when I opened the package and wore it did I realize it had no pocket. I thought this was a manufacturing defect, and that I should return or exchange it.


When I revisited the store, however, I found that this was no mistake. In the language of software, this was no bug, but a feature, by design. What are they thinking, I thought?In visits to other stores, I confirmed that this was indeed a trend. In retailer after retailer, across brands, European designers were producing shirts without pockets. For a while, I noticed this was confined to European designers, not Americans.