Mix one part necessity (getting your hair done), one part convenience ("after hours" service) and one part social networking event (live DJ's, cocktails...) and what do you get - a company that is earning word of mouth praise from the busy Manhattan business woman and the trendy, late party goer who wants to look her best for that same night, late night happening.
I read about the after hours only Red Market Salon - located in the Meat Packing district of the Big Apple - several weeks ago, so when I found myself there on a recent business trip I grabbed my niece who lives in Manhattan (she being the trendy part of the target market equation) and myself (the business women on the go part of the target market equation) and decided to do a little mystery shopping, customer observation and pampering to learn first hand what all the fuss was about.
A visit to the Red Market Salon web site will give you an idea of what we experienced at this unique location. (for those of you who visit their web site please tell me what the song is that plays while you are there - I think it is a Prince song - at any rate it is fried into my brain!) Branded Red from its name and throughout its decor, when I walked inside I was reminded of Dorothy's first words to Toto when she stepped out of her hurricane tossed house into the full color of the Oz..." I don't think we're in Kansas anymore" or in this case a Great Clips salon!
Open from 4pm until 11pm most nights and until 12:30am on Thursdays, any woman in Manhattan who finds herself in a crunch to get ready for a big night out on the town or in-between business flights has a place that understands her time crunched need to look great. Beyond the convenience experience, Red holds events such as art exhibits, music by a line-up of local DJs, and offers Wi-Fi Internet access. A very practical amenity for the tech-tethered female business woman who can multi-task as she is waits for her hair color or highlights to take hold. Add in a wine tasting and you have a great experience that goes far beyond just cutting hair.
My readers might be wondering about their prices - Red lists its prices on its web site, starting at $100 for a cut and blow dry. While I admit it is higher than what I pay here in the Twin Cities - it's not that much more and certainly not for a service in Manhattan AND one that is offered late into the night. Have you ever had to pay for a service on the weekend or evening for an emergency at your home? I have and I have been charged an additional fee for this after hours 'service'.
What has Red leveraged that hair salon service vendors don't? They have solved the time crunch dilemma for women and not ignored it - like the post office and banking industry. They have flipped the business model from day to evening only hours. They have created a unique niche serving the night out crowd - a niche that could easily be found in a number of major US and global cities known for their night life. And for those GenY and late GenXer hairdresser moms who would like to stay at home with their kids during the day, they have provided an employment model that creative hair salons across the nation could mirror - one that would allow hairdressers to keep current in their craft by working two to three evenings a week while dad babysits. One last smart service development element I observed was Red's international staff. In today's increasing global market, staffing with stylists that are bi/tri lingual - ones who understand cultural and language differences, and I assume the unique hair qualities of differing ethnic groups - is a great differentiator.
On my flight back I began to create a list of services that I wish were open 'after hours'. For my road warrior readers, how about dry cleaners, the Jiffy Lubes of the world and the post office. For my animal lovers, the dog kennels that keep our beloved pets that make you wait for pick-up until the next day or when we get home late (here's an idea for you entrepreneurs...what about an airport dog hotel - talk about convenient!) For the working moms of the world, it would be great if many 9-5 or even 9-9 places were open late - they would not only give us time to get things done during the week BUT give us back our weekends so we can truly relax instead of running errands to places that we could not get too because we were doing the soccer, ballet, after school and music lesson shuffle.
When we left, my niece and I both decided that our evening at the Red Market Salon was, in an of itself, an evening out. We were entertained, pampered, had time to visit, share a glass of wine and given great service - all the makings of a great night out on the town.
Did my comment get lost? Auuugh.
Basically, I said that I was one of the bloggers there, and wanted to clear up a couple of things.
First, we all traveled on our own dime. There was no payment or comp or consideration whatsoever provided by the studio. I flew myself down, rented a car, and hung around with the others, asking the cast questions about what they hoped to convey and offering feedback on what we think they're accomplishing.
I brought along two copies of my book to give to Julia and the producer, so there was a bit of a personal angle for me. : )
They offered us each a bottle of water on arrival, and took us for coffee afterwards. We all parked in the pay lot across the street.
I did not feel any pressure whatsoever re posting, and what I posted was strictly from the same honest, frank perspective I always have when writing on the blog and in life.
I just wanted to speak up on behalf of the studio for not bribing us to come (some flew at their own expense from the east coast), and we did not pander to the show as a result.
The DVDs, I'm afraid, were my fault. I let slip two days before the visit that I had never seen the show, and they hastily put a couple of episodes on DVDs and mailed them to the participants so that we would know something about the show and avoid embarrassment!
I'm happy to answer more questions; just be assured: no money or goods changed hands, and we bloggers were not influenced or asked to say anything in particular.
Posted by: Mindy | May 15, 2007 at 07:12 PM