A
video interview this month with the CEO of GC had him reacting to criticisms of the company. He basically said that they're reorienting to improve training and quality sales/service, but focusing on the "serious, passionate" musician, pretty much at the mid end and up of the musical instrument spectrum. As the interviewer Phillip McKnight noted, “Amazon is ineffective in every way at selling high-end guitars… because no one’s buying an $1,800 guitar on Amazon.” The CEO replied:
"On Amazon – when you think about what we can uniquely provide for the musician – low-end, cheap, toy-like instruments… that’s not where we’re gonna win, right? The premium product is where people are gonna take the time and care, and want to experience it, and that’s why that’s important to us. We are leaning into that really high-quality, premium product where experience matters. That’s where we can win against Amazon. It’s not in the low-end cheap stuff, right? We’ll have entry level [gear], but we’re just not going to compete with the factory direct-from-China stuff. It’s not a winnable space.”
Time will tell whether GC/MusiciansFriend can do this, of course, and whether this refocus is a successful strategy.