Inspirational Consumer: May 2006

Hajar Ali, Singapore

Dependability is a definite must in a Lovemark. I’ve built up loyalties for a particular product line only to find it increasingly difficult to find before being told that the product line has been discontinued. Nowadays my loyalties are vested in more abstract entities - countries, personalities, causes - that embody a particular philosophy as opposed to product lines. To retain consumers, brands need a human voice, provide a good variety of products, ease the process of transaction and deliver promptly.

In Singapore, I absolutely love Tangs. Even before the recent revamp, there was always a vibe about the place that inspires me to buy. Under the stewardship of the younger generation of Tangs, concept shopping has come to Singapore; replete with cult toiletry and fashion labels and the cutest lines of lingerie.

Otherwise, I love bazaars - the ancient souks of Damascus or Aleppo, the somewhat touristy but still fantastic souks of Marrakech and Singapore’s Geylang bazaar throughout the whole month of Ramadan for the sheer variety of food.

My lovemarks are Andalusian horses (this was the closest I could find to just ‘horses’ on the list), Laughing Cow Cheese (along with the small packs of Nutella they are the distinctive hallmarks of my childhood) and Mercan Dede.