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140 participants present at Body Look
Feb '08
9 February 2008 saw approximately 140 participants from retail, industry and the media gather at the 14th Innovation Forum at the CCD Ost of the Düsseldorf Exhibition Centre to exchange views on the topic “Catch Me If You Can – Winning and Retaining Customers” on the eve of the Body Look fair (10 to 12 February 2008).

Organiser of both this unique industry platform for Germany and of Body Look, the Igedo Company invited renowned experts from the fields of market research, business consultancy, visual merchandising and clothing retail to the forum.

In his word of welcome Frank Hartman, CEO and President of the Igedo Company, urged his listeners to “Make use of the speakers' suggestions to sharpen your business profiles. It is not always wise to follow what everyone else is doing as this means competition will then be a question of price alone.”

The fundamental parameters for a company's profile are its customers. These were “tracked down“ by the first speaker, Stephan Urlings of the Cologne-based Rheingold Institute. As he sees it, customers can only be “captivated“ if something already existing inside them is touched.

In-depth psychological interviews carried out by the Rheingold Institute have revealed that modern consumers' value systems have changed significantly.

“Rituals are on the retreat,” said Urlings. This naturally produces an effect on apparel, too. There is a trend towards individualisation.

Anything goes. The downside of these multiple options is randomness, which can engender futility. This, in turn, gives rise to a new longing for time-honoured values, for reflection and contemplation.

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