In the initial stages of product development, brand marketers determine what they believe is the best channel of distribution based on a number of factors, including product positioning, target audience and retail pricing structure. Often, they choose selective or exclusive distribution channels due to the nature of specialized selling efforts involved or the high retail price of the product. More recently though, there has been a noticeable trend for brand marketers to develop strategies that reach a broader audience spectrum.
In some cases, the product is a step-down version of what is found in exclusive boutiques or upscale department stores. Vera Wang, the legendary designer of couture bridal and ready-to-wear clothing, has committed to offering her designs to a broader audience.
From her flagship bridal salon on Madison Avenue to Simply Vera, Vera Wang products at Kohl’s and the Vera Wang Lavender line sold at retailers such as Nordstrom, she is fast becoming a household name.