The Art of War in Retail: The Opposition

Chapter 5
The Generals- The primary opposition is other Generals who lead their armies–cold cash, credit cards, and debit cards–into battle against your armies of clothes. It is critical that you use all your tactics and your terrain to your advantage. Your troops must be well folded, sized, and prepared for battle. Some Generals are easier to defeat, but some will cut up and defeat entire battalions of Soldiers–it is up to you to distract and move these Generals into new battlefields against Soldiers who can take more damage. Your primary goal is to take as few losses as possible before you capture their army of money–thus the greatest sales Generals engage in direct contact.

The Champions- These are key Generals, ones you can automatically notice as they walk into the battlefield. Some of these Champions have huge armies, with a fat wallet lined with designer accessories–they will buy up handfuls of clothes. Some of these Champions used the dirtiest tactics to defeat as many of your soldiers as they can, with as little damage to their armies as possible–these people search for super sales. Champions are often seen on the same battlefield many times, and many sales Generals can point them out in battle. The very worst Champions are the ones who come the most, and bring devastation in their wake, time and time again. These bad Champions confuse multiple sales Generals, destroy entire battlefields, and wreak havoc on the self-esteem and psyche of all who challenge them.

Siege or Parlay? Yet, even in this, there are some Generals and Champions that only come for parlay, they wish no siege, no prolonged wars. Some Generals will come with organized battle in mind–often called a shopping list–willing to trade equally in their army with your army. They are like Valkyries of Valhalla, taking your Soldiers to a better place, with the honorable death of battle on their breath.

The Opposition must be known and understood. Often, the best advice is to put yourself in their shoes, even if they rarely ever place themselves in your shoes. If you understand the Opposition, you can understand your place in the battlefield even better.

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Why Did You Marry Her?

There was a couple with beautiful children. The man had a Mediterranean look to him, his wife was white, short, and round. I’d explain her in more elegant detail, but she wasn’t that nice, nor was her husband.

She started with a few outfits, and her daughter kept taking out bad stuff and bringing in new stuff. Every time the wife would come out of the fitting room, her husband would look at her with disappointment and shake his head. “No, not flattering. Too long. Look how it’s cut at your waist. No, that won’t work. ” She came out several times with totally different looks and outfits, always with a stern, “No.” I mean, her basic outfit she wore when she came in wasn’t even that great–just a t-shirt and jeans that didn’t fit correctly. But, wow, what a husband! Somehow he let her leave the house dressed like that.

If everything looks bad on her, and if nothing makes her look cute or fit right, basically you’re saying she looks ugly to you or you’re implying she’s hopelessly ugly in all the different looks she tries. So why did you marry her? I just stood there, saying nothing, wondering if they wanted cute kids? Because he definitely got that, he could just divorce his tragically style-less wife who can’t look hot even if she tried. Seriously, everything she wore, he just shook his head and criticized it. She looked far better in those outfits than the one she walked in with, truth be told. I thought someone you marry is someone who looks beautiful to you, no matter what. I thought he’d help her out, find something sexy for her, but he was full-on, flat-out, “No, that won’t work either.” Just standing with his arms crossed, looking bored. Of course she got nothing, since none of the looks she tried could pass his inspection.

Still, I kept asking myself, “Why did you marry her?”

Customer Types: Guessing Game, Lowered Expectations