Howard Saunders: Making a Knife to Last a Lifetime
A retail rockstar reflects on the reverential powers a knife and a master knifemaker possess
Do you want a knife? Yes, I’m talking to you. Would you like a knife?
It might sound like an odd question but it’s one I’ve been testing on my audiences for a couple of years now as it’s a really simple example as to how brands can make their products more desirable.
The test is very straightforward: I show examples of different retailers selling knives. There are images from a supermarket with its long runs of colored blister packs, varying in price (and some on 2-for-1 offers). Then there are the department stores where the posher ranges hide safely behind locked glass doors.