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Take a Lesson from Brahmin for Creating Loyal Customers
By: Cindy Wendland
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Brahmin handbags are distinctive in their look, feel, and strategy. They are an American company with production in Massachusetts. Their bags feature embossed cowhide leather and mixed media. They look like no other bag on the market, and they have customers like none other.

The company has been around since 1982 — not too long and not too little. One area on which they pride themselves is their craftsmanship. They claim it takes two dozen skilled artisans over 100 steps to make each Brahmin handbag. That’s impressive. That would justify a high price, and the price of their bags doesn’t shock most people. Their bags are sold at department and specialty stores.

Brahmin feels that email and catalogs are critical marketing tools for them. Take note of this. Brahmin customers receive notices about new products and colors. They watch and wait for local stores to get this merchandise. By the time the customers see it in the store, they have been reviewing it for days or weeks online. They are trying to determine if it needs to become part of their handbag wardrobe.

The Brahmin handbag is unique but they don’t wait for it to sell itself. They continue to communicate new product information. Customers will tell you stories about the number of Brahmin bags they own and how much they love them. They will also tell you things you didn’t know about the bag, most notably the ring holder. Most bags have inside pockets and one inside zipper pocket. In many of its bags, Brahmin has a zippered pocket on the opposing inside of the bag meant to hold your rings. Perhaps you are washing your hands in a public restroom or are going through security in the airport. Now you have a secure pocket to hold your valuables. People really value this type of forefront and function.

The combination of unique, embossed leather and emails and catalogs promoting new products have helped to build a strong brand following from Brahmin customers.


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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