On Saturday mornings, Beau Monde College of Hair Design in downtown Portland is a hive of energy, with customers coming and going, students honing their skills and even a little dance session to get things started. The scene is emblematic of a niche industry that has grown in Oregon while many others have suffered.
In September, General Electric, with its ties to American inventor and light bulb luminary Thomas Edison, closed its last major incandescent light factory, laying off more than 200 workers. This seismic shift, mandated by energy efficiency standards, has created headaches for some companies and opportunities for others.
Athletic apparel company Lululemon’s marketing strategy includes cupcakes, camp outs, dances and running clubs. It does not include broadcast or print advertising, or any other traditional marketing approaches. The company relies solely on social events, word of mouth and social media to get customers to its stores. Last week it took the unusual step of organizing an overnight camp-out in upscale Bridgeport Village.