Each Hard Rock Café has its own retail store called The Rock Shop. The Rock Shops are specialty stores with rock ‘n’ roll themed souvenirs including accessories, apparel, pins and glassware. The product lines with the most depth are apparel and pins. There are many items in each product line. Hard Rock adds to the depth of their product lines to keep the buyer interested in its products and to penetrate new buyers. Some of the most popular items are seasonal pins.
Seasonal pins are made in limited quantities and sold for a limited time. They are made for an event or holiday such as earth day or Thanksgiving. Adding seasonal pins is a way Hard Rock attracts buyers with different preferences. Along with pins, apparel has wide variety of options.
The classic white tee shirt with the Hard Rock brand on the front has always been a big seller. By adding the cafe location to the shirt, adds a feature and a new selling point. Instead of a giving a loved one a souvenir from their vacation, the souvenir becomes an exclusive gift they can’t get anywhere else.
After guests leave the Rock Shop with their branded souvenirs, they become walking advertisements for the Hard Rock Cafe. They are willing to pay specialty store prices at the Rock Shop because there are only a few Rock Shop locations in the area. The consumer enjoys being a part of a company with high brand equity. They are loyal to the brand because of its quality and global brand awareness.
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