From Walmart to Rodeo Drive there are literally hundreds of brands of jeans. It is in fact an $11 billion industry. Given the variety, there is really no greater commodity product. So how do you decide which brand to buy, how much to spend? It is as much an emotional decision (how they make you feel) as a practical one (do they fit right). And how, in a down economy, how will designers keep selling a $300 pair of jeans?
This recent Business Week article does a great job answering that question:
But what can the staffing industry learn from the Rock & Republic approach? Branding. Branding, Branding. Early on they decided on their message, created a unique image and stuck by it. While you may not agree with his attitude, founder Michael Ball was able to gain attention and achieve spectacular success.