In The Vancouver Sun, this article showcases the value behind boutique brands around Vancouver and the experiences and services associated with them. By using cultural curation, “a buying strategy that tests and offers product categories outside the core business” (Lee) and lifestyle merchandising, boutiques have the advantage of putting value in differentiating their assortments, store design, editing and merchandising, with a sense of surprise in not knowing what to expect when walking into these retail stores. The strongest attribute related to a successful boutique’s brand, is the service provided that is different from big clothing retailers. For example, Rob Lo, Roden Gray co-owner indicates his “skill and emphasis on showing the customer how the product fits into his lifestyle leads to sales” (Lee). For the small retail chain, it’s selling the experience, like favourite restaurants and music preferences. This is highly uncommon to be seen at a department store. With its unique brand position, Roden Gray is able to target their ideal market, where consumers don’t mind paying regular price for the lifestyle and experience associated with the brand. Brands are priceless. And when competing with bigger competitors, it is important to differentiate your brand with key values in a saturated market.
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