Competitive Advantage This Land will offer expert customer service. The employeesmust have a passion for quality clothing and a vast understanding of construction, fabric, fit and function. This information will be crucial in sales situations, as it will build trust in an unsure customer and reaffirm trust for informed customers. The higher price of clothing will be explained; why the quality is better and why it is an investment. The education of customers will be integral to the successof This Land and will encourage customers make informed decisions. The ability to make customers comfortable and welcomed by the employees will be of utmost importance as will the ability to recognize the tastes and desires of customers. The clothes sold at This Land will represent the highest level of craftsmanship and durability with a heavy focus on American manufacturing—an increasingly sought after aspect of menswear. The growing demand for domestically produced clothing has been on a steady rise for the last seven years and shows no signs of slowing. The greatest attribute of work wear inspired clothing is longevity in the face of trends and This Land should be able to retain its core products without having to re-segment the markets based on the consumers’ needs every new season—avery common problem in small clothing retailers.
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