Two parts to this:
One about rentals and differential pricing/ impact of rentals on costs etc.
Two, about the commoditization of brands and positive impact on cost to consumer.
Just to share with our friends on TBHP, since Fore-warned in Fore-armed.
Shop rentals are pretty high in 5 Star hotels - yes. However, they also assure the brand of a semi-captive clientele who prefer the sanitized/ safe environment of the 5 star, rather than the high street. Plus lets never forget the huge "consumer draw/advertising value" which accrues to the brand by virtue of its presence in such first class locations.
Going by general trends these last 7-8 years in India, shop rentals in premium malls are also quite mad - take Emporio in Delhi or Saket or indeed even Mantri/Forum/UB City in Bangalore OR high street rentals in Indira Nagar Bangalore, Linking Road in Bombay or other.
The fact is, India has a clear law ref MRP - Maximum Retail Price, which means no branded product can be sold at "a higher differential price than the declared / printed MRP" anywhere, regardless of the cost of retail and other overheads that may be encountered across different locations. However, any retailer can sell any branded product at a price "below" MRP since he is parting with his margin by way of "discount to consumer."
Handicrafts and un branded products are not governed by MRP per se, simply because there are very few easily accessible alternate reference points available to the consumer. Here it is more a matter of "perceived value" pricing - say for a Pashmina Shawl or a Kashmiri Carpet or Brass Ornament, at a 5 Star boutique. Margins in this are often as high as 300-400-500 percent so a smart shopper regardless of where he/ she is from, will first do a lot of shopping around before buying.
Therefore a typical branded item say of clothing or an accessory, is priced the same (at MRP level) in a high end mall in a boutique environment and in any other high street multi brand retailer location. It is however true, that at a typical multi branded retailer, regardless of whether such retailer is located in a Mall or on a High Street, one can get a better deal, since such retailer is more open to negotiation in the hope of a firm sale, than a typical company owned boutique is.
IN this sense, developed markets whether high street or mall oriented, in the West and in S.E. Asia, have only an RRP - Recommended Retail Price, and it is sensible in those markets to shop around a bit across different markets and catchments, because one may end up getting a sizeable discount on the same branded item.
Higher end locations like Rodeo Drive Hollywood, the Ginza in Tokyo, The Peninsula Hotel OR maybe Nathan Road in HongKong and say Via Montenapoleone in Milan, Place Vendome in Paris or Jermyn Street in London, do carry high end branded products at a higher price than several other different locations in these cities, where these same products are available!
Such differential pricing wherever it exists, is dictated mostly on account of higher cost of retail/ overheads (tangibles) and the "ambience"/ "environment" (intangibles) provided at these shopping districts in comparison with other ones.
Airport/travel or Duty/Free retail is a completely different case in point where the clear benefit is passed on to the consumer in terms of the lack of duties payable, which results very often in a clean 15-16 percent drop in prices (depending on the item).
The common impression earlier was the Dubai Duty Free is the cheapest for Liquor, Tobacco, Electronics and Watches/Timepieces. Nowadays that has changed, with locations like Bangkok, Colombo, Bangalore, Chennai, Hyderabad, New Delhi and Bombay having emerged as possibly where the BEST Duty Free Deals in the World are available!
Live Examples recently encountered:
1: Other than Duty Free - for example the Carrefour Shop at the Mall of Emirates in Dubai has a particular Camera available at the equivalent of Rs 19800/- - the same product is available in Dubai Duty Free at about 17800/- and hold your breath, the exact same thing is available at one of the organized sector Electronic Retailers (Non Duty Free) in high street Bangalore at a "special deal" of Rs 17500!!
2: A particular Watch is priced at USD 2600 in Dxb DF (at Rs 45 per USD = Rs 117000) , the same thing in Bangalore DF can be negotiated down to 2500 USD = Rs 112500) and glory of glories, in the brand's boutique in Bangalore, costs Rs 136000 + (clearly indicated by the sales chap as a Non Negotiable price) and then the same thing at another Quality Multi brand retailer's store, can be negotiated down to Rs 1 lac flat!
Of course, he is parting with a large part of his margins plus he may be clearing off a product which he may have bought much earlier and literally converting inventory into working capital since locking up that working cap for a longer time carries a higher cost and after all, most of these kinds of businesses are primarily turnover and volume based.
Now despite all the math and the cost vs benefit calculations, cost of retail, rentals and blah blah blah, the bottom-line is that a smart buyer will always negotiate and a smart seller, will always welcome it, especially when he sniffs out a serious consumer and is pretty sure of a Firm Sale.
Plus all possible Luxury brands/ items are slowly getting "commoditized", especially in the emerging markets of India and China, where aspiration for such brands run very very high and where also, consumption power and capability is very high, in comparison to the relatively saturated Western/ Middle Eastern markets.
Therefore, notwithstanding whatever the big brands may keep saying, they are all quite open to some subtle negotiation and are finally available to one at a price. End of the day, everyone wants a Sale, the variable is only "at what cost/ profit to the retailer/ brand, such sale is achieved."
Just being a bit smart while shopping and being patient as well, thats all it really takes to save some seriously big bucks!
Last edited by shankar.balan : 17th March 2010 at 12:18.
|