Reaping the Benefits of Brand Families
Differentiating accessories products on the sales floor is a brand’s biggest challenge, even if a product is an R&D masterpiece. When consumers are confronted with many me-too choices that offer similar functionality, the confusion can often end in a walkway rather than a takeaway at the checkout counter. But when they see a grouping of complementary accessories solutions under the same brand banner, presenting a unified story, they’re far more likely to buy.
That’s one reason retailers are giving a thumbs-up to the array of multi-SKU family lines developed by VOXX Accessories, the holding company for a grouping of brands that includes the 808 Audio line of high-fidelity headphones and wireless speakers, AR for Her female-targeted accessories, and the Champ brand of emergency preparedness products.
“What dealers love is that we’ve brought lines of products together,” said Ian Geise, senior vice president of marketing and product development. “Most other products, whether Bluetooth speakers or portable chargers or connectivity cables, would ordinarily not be positioned together. But because we’ve brought out lines with a consistent look and feel,retailers are looking to merchandise them
all in one place.”