Quote:
Originally Posted by Dog Face Pony Soldier
Seems unbelievably foolish to abandon your current customer base and brand image to focus on a different one that hasn't proved beneficial. There's an axiom in sales... The most likely place to find sales is from those who've bought from you before.
BMW sure is making it attractive to give some other company my business. 👎🏻
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Exactly. BMW had established a loyal customer base through their unique brand image and "UDM" philosophy. The core of their brand has never been about overpriced hypebeast branded junk and the hoodie-wearing rich parents Tik Tok crowd. Not that the two are mutually exclusive but this collaboration has been more about Kith logos, not BMW. Maybe a collaboration is healthy, but when they're plastering "Kith" badges all over the car with no meaningful substance, it shows they've lost their way. Sure they might attract a new crowd with this marketing campaign, but they will also stand to alienate a long-standing fan base who appreciate BMW for what it is - and also what it isn't.