Blue Ocean Strategy - Lifestyle enrichment: I want my slip-on driving shoes!

Blue Ocean Strategy - Lifestyle enrichment: I want my slip-on driving shoes!

As we highlighted in a previous posting, companies that understand that they are not in the business of selling certain products or services, but rather in the business of delivering lifestyle enrichment to customers, are the ones that create blue oceans. As a recent example of this type of thinking, Volkswagen is making a splash by reaching out to women with something a little different—like, say, a cashmere wrap or a pair of slip-on driving shoes.

Alongside the launch of VW’s Eos, designed to appeal to the discriminating, female driver, VW is introducing a new line of softly-branded luxury accessories aimed at the car’s core audience of buyers. As this recent article reveals, the move could foster “a community of like-minded, style-conscious women who can unite around a range of products that might not center on the car but might encourage them to look at VW more closely next time they're in the market for a new ride.”

It is especially interesting to note that the VW accessories are high-end, elegantly designed and less overtly branded, speak of self-pampering and are priced accordingly.

So in case you’re looking for something extra-special to enrich the driving experience of a particular female companion, you just might want to check out the Eos Boutique.