Assessing the Reiss Brand
Each week in association with retail and marketing consultancy Pragma, MarketingWeek.co.uk looks at a high-profile UK brand, assessing its performance against a range of criteria and offering suggestions to improve its overall score. Marks for each section are given out of five stars, while the overall rating is given at the end of the review.
Reiss is one of the few success stories on the high street at the moment. This is in part down to having a strong brand identity and delivering on this across all aspects of the offer, be it product, staff service, music or lighting. The result of this is that Reiss customers are left in no doubt about what the Reiss brand stands for – style, innovation and classic sexiness. The brand is now international, with the US being the main target for expansion.
A funky, intimate, boutique feel to the stores is created with the use of a grey palate with white and chrome fixtures. Unlike the plethora of white boxes so common on the high street, Reiss uses a selection of unusual and interesting materials (glass, mirror, wood), alongside retained architectural features, to create a unique store environment. Core collection pieces are highlighted on end units and the walls, setting the tone for the full collection.
Reiss oozes style and, targeting the mid-20s to 30s, it does all the wardrobe classics, but better. Whether it is the fishtail back of a skirt, or the tailoring of the men’s suit, the detail and cut defines the piece as being classically sexy and this is what makes Reiss unique. Reiss items are not for those looking to make a bold statement. It offers products with the sort of detail that creates a more subtle, admiring impression. Simpler pieces can, however, lack the Reiss style, and rely on the quality of the materials to carry the item.
Value Positioning ****
Reiss prides itself on being a niche luxury design-led brand with a high street location and price point. The high price points are justified by the attention to detail and unique styling, alongside the quality materials being used. The pricing results in an aspirational positioning which, as a result, maintains an exclusive feel for its regular customers.
Reiss has low awareness among the general population in terms of the offer and its style positioning. Look to develop this and open the offer up to a wider number of potential customers.
Maintain the Reiss values across all products – especially the more basic items
And finally, keep doing what you are doing.