Q&A with XMI: The Man himself...
3-31-08
Q: Subject: color matching question "hi this may be a dumb question but whatever. i saw your section on how to match a shirt and tie…but i don’t understand some of the words. can you explain what ‘paisley’ is? you say earth tones go well with other earth tones – what are ‘earth tones’? thanks -RDawg98" A: 'Earth Tones' are a group of colors that are generally based upon brown or olive. This color group includes oranges, greens, all shades of brown, and olive. A 'Paisley' is a stylized pattern based on a flower motif originally from Persia. Sometimes a Paisley is described as a kidney bean-shaped figure with organic design elements such as petals, leaves, or vines. _____________________________________________________________________________________________________
Q: Are there things I should expect from my XMI rep that other reps don’t deliver?
A: Well, the first, easiest and most obvious answer is that only your XMI rep can deliver the quality and style of XMI’s shirts and neckwear. Beyond this obvious advantage, however, there are a number of additional services your XMI rep can provide – all based, of course, on the volume of your XMI purchases…
Here’s just a sample of how your XMI rep could add some value to your life:
- Call you on your birthday
- Date your sister (or brother)
- Provide a convenient excuse for your husband or wife (“yeah, sure, he/she was with me doing volunteer work with special needs kids…”)
- Attend jury duty on your behalf
- Paint your garage
- Make an occasional support payment
- Provide a “clean” sample for your next drug test
- Burn your kids’ Jay-Z and Korn DVD collections
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Q: I’ve been in the retail business for the past twenty years, and I can’t say I’ve ever faced a more competitive environment. Despite the quality and uniqueness of my store’s offerings, which incidentally, includes XMI, it seems more difficult than ever to give my business a competitive edge. Can you give me some tips?
A: You’re right, it’s tough out there. A joke Bert Pulitzer recently told me makes the point I want to make – and the point I suggest you make with your customers…
The question: “How can you tell that you’re in a really small town?”
The answer: There are only four Brooks Brothers Stores…!”
Here’s the point. In a tough market, a retailer has to stand for something. And that means “stand out.” If you’re not differentiated in the eyes of your customers, there’s no reason for anyone to pay attention to you.
That’s where the Brooks Brothers part comes in. Brooks Brothers is a venerable old brand with predictable clothing. And that’s the part you need to help your customers understand. “They don’t want to be, “predictable. “ They don’t want to be like Brooks Brothers. They won’t succeed if they’re perceived as being like Brooks Brothers in any way.
Because as Bert Pulizter is fond of saying, “predictable is boring.”
As Bert explains, Brooks Brothers is in the “replacement” business. People buy shirts and ties at Brooks Brothers to replace the ones they’ve grown out of, or spilled gravy on.
You’re on the right track with XMI. XMI’s offerings are not replacements. They’re unique. They’re distinctive. They have a unique personality that distinguishes the wearer. They’re the kind of shirts, ties, hosiery, pocket squares, and vests that transform a store into a destination.
In tough times, appealing destinations thrive. They offer unique attractions people seek out. After all, don’t London and Paris always attract visitors, regardless of currency fluctuations?
So take a page from Bert’s book and showcase special merchandise like XMI – merchandise that communicates clearly to your customers that your store is a destination they can rely upon to provide a distinguishing touch.
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Q: I heard that XMI was introducing a new “Signature Back” shirt that is really different. What are some of the cool features?
A: The new shirt’s design is specifically tailored to compliment a man’s body, regardless of body type, and promote comfort and ease of movement. The line’s fabrics have also been electronically infused with a patented, thermal core molecular inertia technology, called “Bio-Heat™.” Bio-Heat™ is a synthetic human procreation hormone derived from the prostate glands of Mountain Gorillas. It is totally irresistible to members of the opposite sex – so much so, that wearers of the new Signature Back shirts will be asked to sign waivers holding XMI harmless for any overly assertive sexual advances made towards them while wearing the shirts.
