Inspirational Consumer: July 2006

Esra Elgin, Germany

I work at Saatchi & Saatchi and the Lovemarks theory influences our everyday work as advertisers and brand experts.

Selfridges in London is my favourite department store. As soon as you enter you feel like you’re in a shopper’s paradise. Cocaine for fashionistas. Each floor and department is unique and you don’t just walk through as an observer, bur rather, you’re attracted by the sensuality of the experience. It’s hard to leave without spending money – and you need time because you can’t just rush through.

A Lovemark needs to be trustworthy, unique and rewarding. They need to show that they care and understand your needs. They need to surprise you. It’s like a relationship .If you don’t foster it, your partner will feel attracted by someone else who has better or other qualities.

Three Lovemarks which I would like to experience or own are Nomad Tribe denim wear (who doesn’t want to feel sexy in their jeans?), Kabir Bedi (smart, charming and humorous men are attractive) and Sierra Nevada Pale Ale (sounds like a beer with history and tradition).