Scented Musings.
I listened to the Bath and Body Works Q2 Webcast this morning after it launched and I wanted to sit with it for a bit before I typed out my notes of everything talked about. Last week I noticed the notation of it scheduled for today, so I marked my calendar and listened to it a few more times as I typed making sure I wrote down everything that was mentioned and the questions that were asked afterwards. There were a few top items shared that I have highlighted in my post.
Business Earnings Calls regarding a brand that I use with a recent changing of the guard? Of course, it drew my curiosity as to the direction this fragrance brand may be heading.
Am I cautious or concerned? No. Businesses work towards their goals --- making money and working with those who are giving them the money to work with. Consumers show businesses which directions work for them, with the power of their purchases.
I've noticed more and more the "story telling" aspect of sales...Especially on QVC of late. Personally, I don't need a story to convince me of how I am going to wear a dress or jacket if I purchase it...because you are describing a "woman" who is walking in the rain in Paris to have lunch with a friend etc... Or the candles being sold describing the mood they will set from the fragrances chosen to make it. Those are things I will find out for myself when I put on the clothes and burn the candle.... My perceptions are my own. I want quality in the products I purchase first, and the rest will come after. And if the price isn't right, I may pass on it all together.
More detailed photography and filling the windows with those appealing scenerios to make you feel as part of something is expected and will draw new customers who may be searching for that thing, at that moment. Those who have been already a part of this something for a very long time that helped build the walls of the brand, want to be included too. In those practices that work for us.
I look forward to seeing what Q3 has shown --- and what is next. 💙