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    #1

    customer identification

    Please help me understand the following in bold.

    The decision was made to place the first stores in high-end malls, basically the opposite of the strategy Gateway had followed. Apple has always been about lifestyle and customer identification, and Apple Stores would build on this foundation in every way.

    Is this saying "Apple has always thought that lifestyle and customer identification are the most important"? It's confusing. What does "customer identification" mean?

    Thank you.

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    #2

    Re: customer identification

    It means that customers think "Apple is a hip and cool company, if I buy their products people will think i am hip and cool." They identify themselves strongly in association with the Apple company.

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    #3

    Re: customer identification

    Quote Originally Posted by unpakwon View Post
    Apple has always been about lifestyle and customer identification, and Apple Stores would build on this foundation in every way.

    Is this saying "Apple has always thought that lifestyle and customer identification are the most important"?
    Yes, you're on the right track. In other words:
    Apple has always tried to build its business on lifestyle and customer identification... or,
    Apple has always made lifestyle and customer identification the center of its business model and reputation.

    To "be about" something in this context means to make it central to the character of something/one: This college is about taking responsibility for your own education. (Or in my case, I'm all about grammar and English usage!)

    What does "customer identification" mean?
    I'm not a business or marketing expert, but I think it means that they know who their customers are (or want to be) - hip, cool, etc. - and so their products and advertising both reflect these people and also target them.

    Thus, in the context you provided, when they decided to put stores in "high-end malls", Apple identified customers who were wealthy, trendy people. In doing this, Apple became associated with a rich, cool lifestyle - meaning that people who want to have that lifestyle buy Apple products.

    Get it...? Or have I just confused you more than ever?!?

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    #4

    Re: customer identification

    I get it.

    It's been a big help.

    Thank you all for the kind explanation.

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