Bricks and mortar and online fashion, where the women’s retailer Bonworth operates its successful business, is perhaps the most competitive Industry in the world right now. Large online retailers like Amazon, have placed great stress on traditional retailers who have huge investments in retail locations, large staffs, and traditional supply chains.
Most will caught off guard by the speed and accuracy then Amazon employed in the marketplace. The majority of bricks-and-mortar retail is thought that Amazon would always be a second option to the majority of consumers looking for goods for the home, the yard and themselves.
By the time the bricks-and-mortar retailers understood that Amazon was not just a passing fad, Instead it represented how retailing will look in the future, many found themselves unable to catch up or even recover. The retail landscape today has changed dramatically because of the decisions and non-action of the large retailers.
There have however been some smart retailers who have been able to compete with and hold their own against companies like Amazon. These retailers primarily have very strong brands, are clear about how to market those brands effectively to their customers, and have embraced the latest online technology tools to help their businesses become more efficient and serve a wider audience.
One great example of a traditional bricks-and-mortar retailer that has been able to thrive in an online world is the women’s fashion retailer Bonworth. This 40 year old sales powerhouse has kept pace by creating a strong fashion brand that sparks an emotional connection with college age, working women, and housewives who have an interest in fashion.
If you read customer reviews regarding Bonworth you will consistently see positive customer feedback about their products and their organization. Customers will highlight that their products are high quality, their pricing is excellent and that they are responsive to customer needs and complaint. In short, the company’s corporate image reflects company that strives to be customer centric and supportive of positive values and ethics.
Bonworth extends this corporate positioning to how they operate as a corporation. Their employees are more than 70% women including upper management. They also embrace women’s causes, ensure that women receive equal pay, and are treated fairly in the workplace. In short this is a company of women making products to be sold to women.
COO Gurumoorthy Gurusankar Is proud to be an executive at a company that offers great clothing for women of several age groups who have limited budgets, but still want to look good. She’s also proud of the positioning of the company’s iconic brand.
Industry peers continue to marvel at how Bonworth has been able to use its brand to push back competition that constantly takes aim at its customers. The company owes part of its success in this regard to adopting a company-wide strategy of consistent high quality of products, services and character and a constant focus on understanding and servicing their loyal customers. Bonworth sets a standard for traditional companies trying to transition into a new online world. They continue to prove that with hard work and smart decisions, the transition is possible.