Lush Case Study Operating as a Successful, Independent Ethical Retailer

Publication Date	June 2008
Publisher	Datamonitor
Product Type	Report
Pages	11
ISBN Number	not applicable
Product Code	DAT12337

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£160.00
approximately: $283 | €203

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Summary

Introduction

This report on Lush forms part of case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the personal care retailer has managed to retain its independence while other similar outfits are being taken over by larger operations.

Scope

Highlights

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market.

Content

Catalyst
Summary
Analysis
Lush Maintains A Defiant Stance Against Takeover, Determined To Remain Independent And Maintain Its Original Business Strategies
Lush Retains Independence While Its Former Business Associate The Body Shop Agrees To Be Taken Over
Lush's Unease At Takeovers Or Stock Market Listing Prompts It To Plan A Staff Ownership Scheme
Retaining Its Independence Does Not Stifle Growth, With The Company Aiming To Double Global Store Numbers
Lush Undertakes A Unique Way Of Retailing To Entice Customers
Lush Stores Are Inspired By Delicatessens, Attracting Custom By Their Highly Scented, Unpackaged Products
The Company's Premium Cosmetic Stores Are Selectively Located And Have A Boutique, Retro Look
Lush's Products Are Designed To Look Artisanal To Create Differentiation On The Marketplace
Many Of Its Products Have To Be Kept In The Fridge And Have Short Lived Use By Dates, Emphasizing Their Fresh And 'Homemade' Qualities
The Producer's Name Is Located On Lush Products, Helping Consumers Connect On A Personal Level
Its Products Contain Ethically Sourced Ingredients But Have Fun-Sounding Names
Lush Products Are Minimally Packaged Using Recycled Materials, Showing Its Green Focus
The Company's Limited Marketing Spend Focuses On Encouraging Staff And Customer Participation
Customers Have The Opportunity To Get Discontinued Products Remade, Allowing The Company To Interact With Consumers On Its Product Choices
The Lush Forum Provides Customers A Way Of Interacting With The Company, While Proving Valuable Market Research
Lush Staff Have Promoted The Company's Stance On Packaging By Going 'Naked' For A Day
Instead Of Spending Heavily Promoting The Business, The Company Has Given Money To A Diverse Range Of Grass-Root Level Campaigns
Appendix
- Case Study Series
- Methodology
- Secondary Sources
- Further Reading
- Ask The Analyst
- Datamonitor Consulting
- Disclaimer
- Table 1: Lush's Policies Focus On Maintaining A Focus On Fresh And Organically Sourced Products Which Are Ethically Produced
- Figure 1: Lush Stores Are Inspired By Delis Is Their Style Of Presentation
- Figure 2: The B Never To Busy To Be Beautiful Stores Are Consciously Feminine In Design
- Figure 3: Retro Lush Offers Customers The Chance To Get A Discontinued Brand Of Their Choice Remade
- Figure 4: Lush Employees Went Semi-Naked For The Day To Highlight Excess Packaging In Personal Care Products