Thu 13 October 2011
My dad buys his clothes from a specialty menswear store in Adelaide, Miels One Five Four and has done so for many, many years.
It's not close to home. In fact it's 13kms away and almost a 30 minute drive. And he really doesn’t like shopping. He could be described as a ‘reluctant shopper’.
So why does he go there when there's many other retailers to choose from that are much closer. He'd bypass at least 10 stores along the way so he has plenty of choice. Miels One Five Four have developed a competitive edge.
What do they do for him?
Author: Ian Stewart - Managing Partner, Melbourne