Aoyama Shoji Custom-made Suits: Product Changes and Business Transformation
This episode analyzes the shift by Aoyama Trading, a major suit retailer, from focusing on ready-made suits to prioritizing custom-made options, using this as an example of how a change in the product offering triggers widespread changes throughout a business.
This explores how this alteration impacts the target customer base and their specific needs (referred to as "jobs"), the evolving role of staff towards a more consultative approach, the necessary adjustments to store layouts and sales channels, changes in pricing strategies, and the transformation of marketing and communication methods…
The skinny
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