Prediction: Fender will not, in the long run, display the loyalty to its retail outlets that Baxter hopes to see. Retail stores are, in a sense, analogous to employees. I’m 68 and am retired after working multiple careers. This is one of the big changes I saw in my working lifetime. Once, if you did your job well and followed the rules, you could be pretty sure of having your job. Today, you can be named employee of the year on Friday and laid off the following Friday. Come to think of it, didn’t Fender just recently lay off a bunch of employees? They will do the same to their retail outlets when it suits their needs. Baxter is looking for love in the wrong places. When it comes to business the rule is (as it was once explained to me by a human resources vice president): “You don’t have to like it, you just need to understand it.”
Baxter’s bias is on clear display every time he gushes about his his personal affections for individual higher-ups in the corporation. He has his blinders on to the reality of what Fender is. Focus on non corporate builders, man, not these money grubbing execs.
The Japanese market has a very very expensive luxury tax so that guitar when you buy it over there you’re gonna pay for that and they’re gonna find some way of being reimbursed for all the shipping in cost of fees. It’s a great hub for a overseas market but that’s all I see it as, I would never order a custom shop there. I’ve worked with you guys in the past customer service is awesome. Your knowledge is impeccable. I would definitely keep all that stuff stateside as far as Guitar center is going it’s on the decline and they’re just trying to save their butts.
Retail stores are in no way, shape, form or fashion analogous to individual employees LoL! A large volume distributor cant be compared to some millennial or Gen-Xer who knows way more about their damn iPhone and video game console then the difference between an Epiphone Les Paul and a Gibby Les Paul and only earns $7 per hour; and will QUIT said job after earning enough money to buy the latest iPhone or Gaming console,..LoL! The relationship between various manufacturers and their distribution might sometimes be contentious ( like say the auto industry ) however, the actual ability for any producer of any product to suddenly up and create a smooth running and efficient distribution network that not only reaches customers but cultivates longterm brand loyalty is both extremely time consuming and very, very cost prohibitive. If it were something that could be done easily then we'd have not only seen it done within the auto industry ( which has the MOST contentious relationship between builders and sellers) but Gibson would've jump started this trend atleast a year ago to compete with Guitar Center, Sam Ash,.Musicians Friend etc etc! However they DID NOT! WHY? Because real estate is EXPENSIVE ,.and commercial real estate is MORE crazy crazy expensive and failure to make large, quick gains in the retail space opens you up to financial predators to come in, buy up your debt and rip your company up piece by valuable piece LoL! Apple, Nike, Tommy Hilfiger and Polo Ralph Lauren can have and maintain retail because they already have the real estate and the supply infrastructure and generations of loyal customers whom are familiar with the brand and used to buying the product at whatever price point exist between the flagship stores and the outlet malls. Gibson and Fender can only afford to, and are best served by, only opening up a super small number of "elite" stores in very highly visible areas like Nashville and Las Vegas and Tokyo, etc etc to greater expand the brands visibility within the luxury retail space. This tactic has worked wonders for Ferrari,.which only has a very few directly owned dealerships in laces like Tokyo and perhaps another in Vegas but THATS IT>all other Ferrari purchases are made at authorized independent dealerships LoL! YOU turning this event into some angry BOOMER RANT is ,..well,..interesting at best,..LoL!
Some out there recently have chastised Gibson and their expensive “lifestyle” items. Fender decides to open in the high rent district in Tokyo. Have to remember one thing, the majority stake in Fender is owned by Servco Pacific. This Japanese family made the move into private equity. They operate Pacific Toyota dealerships in Hawaii, they purchased a majority stake of Fender back in 2020.
I don't think this will replace the Mom & Pop stores, but it will hit G.C. hard... My local dealer passed away a couple years ago and I feared the store would close, but thankfully they tried & found a new owner that would keep it going and also kept the employees that wanted to stay!
Why not a sustainable substance for instruments called BAMBOO ? Starting with the acoustic PANDA models.....drum sticks...etc...looking for investors.maybe a carbon fiber bamboo mix..bamboo is waterproof also.
Fender is based in California and we can no longer have these types of retail stores in our state. Store theft criminal punishment has been reduced for thefts of up to 1,000 dollars. It is a ticket. It is a misdemeanor. As a result, retail in the state of California as we used to understand it, is gone. If a store has high end stuff here, more and more you need to make an appointment to visit.
Honestly we should have left California with Mexico………. That state is fucking horrible and ran by tech giant corporations who have existential crisis’ daily about saving the environment and their Starbucks coffee… can’t wait till it falls off the fault line and into the ocean.
They should have done this years ago. Even car companies are letting you buy direct from the manufacturer instead of a dealer now. Once Guitar Center goes, dealers will be a thing of the past. Fender did this to themselves by increasing the minimum annual order amount for dealers every year and putting tons of them out of business.
There's precedent for this. I was in Tokyo in 1999 and after my wife, who grew up in Tokyo, got tired of my 'having to' duck into every little guitar shop that we passed and took me to a store- in Shinjuku? - that was an 8 story music store. Recorded stuff on the ground floor up to a top floor carrying the first Fender Custom shop guitars that I'd seen. And the place was packed, especially the jam-rooms on the 7th floor. And EVERYTHING is super-expensive in Japan.
In 2000, I went to Fender HQ in Scottsdale with 6 other people from the Fender Discussion Page. They treated us great (tours, car show, Suns game). We spent an afternoon in their meeting room with Bill Schultz, Ritchie Fliegler, and a few other Fender higher-ups and they asked us what we thought about Fender opening a store or stores. They genuinely wanted our opinions as to what we thought it would do to the brand. They did not have cities planned, but LA and NYC were mentioned. 23 years later...
Cool story. I used to work at Fender in Corona, CA as a amp test techician... My wife is Japanese. I want to visit this showroom in Japan. FMIC does a great job of marketing. If they made 8-string guitars, I'd definitely buy one.
I think a very few flagship stores are OK but as you said, there needs to be places where players can have familiarity with knowledgeable people. I support both my local music store and Sweetwater. At both places I have people I know that can answer my questions and I feel a kinship with. As long as this remains I will be a happy customer. I also plan to trek down your way and visit your fine store. Keep up the good work guys….
MIJ Fenders are really interesting and IMO they are a lot more forward thinking than the US counterparts putting out the same thing over and over and over. I love Fender stuff but honestly its like they want you to make partscasters as they never quite have the options you are looking for and in most cases you cant even get what you really want in the custom shop.
Brands of all types are doing this, they want to control the brand experience like Harley.... we are fighting it in the powersports industry. The modern goal of most corporations is direct to customer sales and highly controlled retail spaces in major cities. Other dealers and players get bent...
If only there was a way to make sure mom and pops have to shut their doors while all the big box stores get to stay open…. Some way to scare the crap out of the public to have them demand the destruction of corporate competition that is small business.
@@simbadlemarin1815 my small shop only sells fenders and epiphones. Gibson has too many rules about how much you stock. They can’t afford to have an inventory
Baxter did a great job of saying the right thing while not pissing off the dragon, I doubt I could have shown such discipline. I don't think I am not alone in reading between his comments and letting us know the truth about the lack of integrity these brands have demonstrated. I agree with Peter, and other previous comments suggesting this will not work for Fender or GC for long. Shops like Casino that connect with the feeling music gives us as guitar players will make it by making personal connections and having a little fun. It is not just about the shop to buy gear, it is the connections that we make on the journey.
Pretty good pronunciation! I used to live in nearby Minami-Aoyama. That is one of the swankier areas of Tokyo. Fender will be paying some serious rent for that place.
I have 3 small music shops near me, two of them are ridiculously overpriced and one of those even tried to scam me. My local GC lies about price drops and sales on their website, and the second closest, I waited an hour before somebody was able to help me. The only people this change is going to hurt are liars and cheats. The good shops that actually care about their instruments and customers have nothing to fear, at least for a couple decades.
Yes the small independent stores I’ve dealt with online charged me 15% return fee and shipping both ways. So I paid oh idk $60? for nothing. It forces me to use sweetwater which is legit and doesn’t do that. Also, watch out for Amazon. I can’t say the guy’s name but he runs a store out of his home!!! I looked him up on Google maps. He sold me a used pair of pick ups not only were they the wrong brand, but they were broken and the first repair guy didn’t even notice. I literally bought the pick ups I already had but they were a match set of bridge pick ups, one which was broken. It took me months and months to find another repair guy because the bridge pick up kept breaking. It was dead and the second guy said these aren’t even the brand you bought. I’m like what are you talking about so I called the first guy he said he didn’t notice is he stupid? He’s honest but not the greatest repair guy. So I have the guy install the used match because they sounded fine and then the bridge pick up breaks again. I think it was one of the windings was broken so I then find a third guy because the second guy is now on tour because prior to that there was nobody else to go to so I go to the new store we have and I said put back my original pick up in the bridge and leave the other bridge in the neck position cause it sounds really good, $5000 later I’m exaggerating it cost hundreds and hundreds of dollars like I could’ve bought a new guitar. I truly think it cost me about $800 between fees the pick up price and constant Lyft fees. I will never buy from Amazon again. I would love to call out the guy’s name out. He lied and said he sent me a new pack of pick ups. I say that somebody came in and traded in their used ones that look exactly alike and he didn’t check them, I will never use Amazon again. Be careful. Buyer beware.
@@texasbootlegger3752 there’s different tiers of guitar centers and I think the only good ones are in Manhattan and Hollywood that’s probably it. And I’m not even sure about that anymore.
In an age where retail spaces are failing, a company that specializes in 70 year old technology is doubling down on retail space! Way to go Fender! At least the Japanese won’t loot the store and burn it down, unless we manage to export some more of our culture overseas Oh, and after they fired a bunch of people from the USA plant! I love fender instruments and the history of the brand, but not killing it in the business decision dept lately
Well if the Japanese economy continues deflating, we’ll probably see a lot of bombings and cult attacks like in the Nineties, so don’t count Japanese people out lol
Guitar music is much bigger in Japan than it is here. Isn’t learning an instrument mandatory for kids to graduate school in Japan too? I might be wrong about that, but I think I heard it somewhere. Japan makes more sense than LA or New York.
No it’s not mandatory to learn an instrument to graduate except maybe at certain private academies, you definitely don’t need to know an instrument to graduate from Japanese public schools(I know from experience), but guitar music is way bigger in Japan than in the us so you’re right on that. Tokyo, especially Setagaya, is crawling with rock bands from all over Japan come to cut their teeth in the underground clubs
Where did you get Fender glory and goodness, From the 70's or 60's because there is no such Fender today. If Fender wants to up their prices, they better offer more with their product. Things like fret bars that are finished and not rough cut, sharp and catch the high E string under them on the edges, They need to properly build a pick up because all the one's I dealt with are thrown together sloppy, poorly potted and I don't think anyone at Fender can say how many winds are in each pick up because they are all so different. Whoever winds their pick ups needs to go, go far away. I found one that had a neck pick up wound way more than the bridge, mistaken , not, bin mixed, yes. Then we can improve the worm screws on the bridge, I like my action low and with Fender, low action means top screws up and tearing your hand apart. Fender used to care about you and you guitar, now all they care about is your money. I didn't do much at all to my 85 Fender MIJ because it was a good build Today, I'll by parts and assemble it myself because off the rack today is overpriced garbage. Fender needs to break down and buy a deburring wheel and some sandpaper. Then learn how to count.
For Fender Japan to open a flagship store is not that astounding. Being in Harajuku is a little unusual but still very logical. This is the cutting edge fashion district teeming with lots of new customers. Most of the major music stores are near Akihabara (Electric Town) so the competition would be less. I imagine that it will be mostly Japanese and Asian produced merchandise with very little American or Mexican produced items.
I’ve never been to Japan but I love their Fenders. I have an old 1985 Jazz Bass Special that is just a fantastic instrument in every way. And 25 years ago I had 2 made in Japan Strats that also were excellent. I gifted both to my niece.
I'd like to slightly modify that awesome quote you stated, and change it to "The ACT (instead of error) of omission is akin to a lie." People who want to cover up the truth, or slip something past, or downright scam somebody are not making an error in omitting, they are purposefully doing it.
I agree the direct to customer has more to do with the demise of GC. However for mom and pop store fronts it does border on total anarchy. It would make sence if the big manufactures would drop their minimums on the amount of product needed to become an authorized dealer.
Wish my dad made big moves, since 1974, he's been picking up cigarette butts in the men's room at Union Station in Chicago, I picked him up once, his mouth had a Redding around it,he had like 6 kankur sores and was wearing a pair of pants he found in the garbage, in the car he was trying to light a wet cigar butt ...by the time we got home he said his legs were itchy and his pee burned..... Jesus Christ dad
They need to get that qc under control, just a couple of years ago you couldn’t go wrong, but after the pandemic a lot of customers have been complaining.
I am a huge Fender guitar and amp fan. However I’m not a fan of Fender Corporation. I will continue to buy Fender items, but it will be through small local guitar stores. If Fender continues to screw over the little guys then I guess I will need to find a different brand to spend my paycheck on.
Disney opened company stores. It worked great for a while and then it didn't. Most have been shuttered. Name brand clothing corporations opened outlet malls. It worked for a while and then it didn't. Fender wants to ride the hype of a super store. When it finally fails the will say "we've decided to go in a different direction".
Absolutely bang on. Not even a Dr Marten boots super store in Covent Garden, London could survive. I think the wave for the up-trend / hype is some way off yet in terms of time. Frankly this move has put me off of the brand quite a bit. Just by having more guitars doesn't make a person a better player.
They've carved out a little ecosystem there from the MIJ Fenders to their premium Gretsch players aslo made there. As you note this is like a high end area (like a Rodeo drive, etc..) I see it like the watch industry who have boutiques from Casio to Rolex of their own stores (in specific markets) but also available in many jewellery shops. This is an in-person experience shop for Japanese locals with a % catering to tourists as well
Fender is positioning themselves to take over Guitar Center and slap a Fender sign on the front of the buildings. Then “dump”, I mean stop suppling competitor brands. (Cough… Gibson) Fender market share grows, Gibsons drops and Fender just smiles. Book it.
So much for buying a new MIJ used to love getting a quality deal. When a good deal can be found. I think Fender is shooting themselves right in the foot. First comes Tokyo what next close up Corona ? Makes one wonder. Either a Mexican made Fender Or a high end MIJ and spend a fortune.
Just like Gibson Garage, or Samsung stores, or any other brand with a few flagship showrooms, this is a marketing/brand investment. It’s a showroom where they can offer cool experiences and control the way the product is presented, and a billboard to raise their profile. This won’t replace their retailer partners. It would cost a fortune to build a real network of retail stores across the country (and globe). They can build a few cool experience stores and run them. They’ll probably lose money on each store but eat the cost for the marketing benefit. That fine for a few dozen of these. Not hundreds or thousands globally. They don’t have the know-how or capital to spend building and running profitable network of stores. Safe to say there’s no danger of a Fender Southern Pines location, and thank goodness for that. Great independent guitar stores are a special thing.
Fender is making a good move. With the decline of guitar in popular music in the USA, and the increase of guitar players in far-east countries, this makes sense. It may just save music. At some point, the utter crap that dominates the top 20 American scene will see a revolt. Guitar and actual musicians, singers who don't use auto-tune, real bands and music written by bands, will come back in style. They need to do what they can to ride this out until the time comes again for musicianship to become in vogue.
Hey guys.. I live I Dayton Ohio and if I ever get the $ im gonna drive down there and buy a custom shop out of your custom shop room.. (i dont really wanna have one specked out) i just wanna buy a custom shop u guys ordered.
I’ve lived in a tiny remote town for 25 years, but before that I lived in LA, lots of great guitar shops. I’ve sadly had to resort to online ordering. I miss the candy store vibe, but not the freeways, and millions of people. Japan seems like a good place for a Fender store. Hope they stay in business for a long time. I love Fender guitars.
Great if you want to pay MSRP for their reproductions of what Fender used to be. I like the customer service and deals I get at independent retailers. Fender isn’t Rolex.
Fenders and Squiers have been sold at Costco which is weird. Japan store means nothing to most of us. Just means we're paying for it when we buy Fender here in US.😥
Here in Australia, Fender have started selling online. Holding back stock from retailers so people are forced to buy online. I'm not against buying online, but if you cut the retailers out of the equation, services guitarists rely on will slowly dwindle/disappear. I will also take a guess and say that Fender will see a backlash from buyers that are fans of visiting a retail store. Do we really want online only. I love going into my local store and buying gear, talking Sh#t etc. Fender!!! Don't cut the Retailers out!! We know you want all the profit to yourself. But remember who you are!! Cheers
As a European, the Fender store is not any good for me either, but I cant help thinking that now you Americans finally get to feel what it is like to be us!!
I heard they are moving into NC. Kidding. The small shops will always be the coolest. No one wants to go to a Mall when you can go to a small boutique shop.
I'm in Wales so no Sweetwater for me. I can use Thoman but not ideal. I think Fender feel they can do what Sweetwater does; cut them out of the loop and more profit for them. But people use Sweetwater for anything gear related and likely just wouldn't buy Fender if they can't easily see it on the one website. They will fail unless they decide to sell at a far lower cost; i.e. cut out the middle player and move the savings to the customer. They won't do that because, you know, greed...
Spot on. It'll tank and if they're not careful, it could tank Fender. Good news for those of us with Fenders to sell on the secondhand market, though ;)
I think the best thing for the industry would be for GC to go out of business. I think you would see a ton of cool independent stores open as a result. On line purchasing will always have its place but with instruments I think a lot of people want a hands on experience. If Fender just goes after the high end showroom experience- I don’t believe it will change much. They might sell more shirts.
I can't see anyone in their right mind spending top retail for a guitar in a Fender store. It will bring the brand visibility way up, but buying one - that's where your local community store comes in.
How predictable for the location. They need to give us a real surprise and build stores in places where the common folk live and work (Detroit, St Louis, Pittsburgh, ect).
@EclecticHillbilly yes, but you still have the ability to travel to the big cities, whereas Japan is on the other side of the world from the US. You can't expect Fender to set up shop in Bum-Fuk Egypt. It's expected they are going to be in a big city, just wish they would be in more cities than SoCal and Japan.
I don't think this is such a negative. It looks very much like they're doing an apple store type thing but you can buy apple products in every electronics store out there. I think as a means to show off their products it's a good thing, not sharing floors with all the other brands. The major differentiation comes with the retailers, as Baxter points out. That's what you're buying and that's why it makes sense to support the indies.
There's a Yamaha superstore in London. It's been there for maybe 20 years. Doesn't seem to affect anything. Online shopping seems to be the main threat to the small retailers.
This whole discussion reminds me of an ugly little statue my father kept on his desk when I was growing up. On the bottom it said, "Work hard, be faithful and you will get your just rewards." It was a fat man with a large screw going in his belly and out his back. My dad worked his ass off for the company for 30 years when it was sold, and he was let go with a handshake and a "been nice knowing you." He left the statue for the next guy.
If they do open these stores in the US, I hope they actually sell guitars on site. I was at the Gibson Garage a year ago, fell in love with a guitar, and the only one in the store was a display and not available to purchase! I loved the Garage, but did not like that I couldn't buy a guitar and take it home with me! Here's hoping Fender is much smarter and you can buy instruments while you're there.
What a wonderful idea! Put your guitars in a super-expensive building, adding tons of overhead to your product. People will shop there, pick out what they want, and then go order it from Sam Ash!
Baxter touched on my first thoughts when he mentioned car dealers. Tesla's sales model came to mind. The main sticking point is as hard as they've tried, guitars are not produced (yet) with the consistency of automobiles. Ironically, CNC machining and automation have done far more to improve the low-end product than the high-end. Sweetwater does the best possible today to cross that uncertainty gap between what you played in the store and what arrives in a box, and its not perfect. A better example is Adorama, price may be great but they ship you a box untouched from the factory and you play the quality crapshoot. If the big boys ever crack the quality nut, watch out.
Chinese manufacturers are getting closer all the time. There's no innovation there - everything they make is a copy. But I have bought a number of guitars that are no name (or unknown name), in the box as sealed at the factory - for UNDER $100 each - including tax and shipping. These are not guitars that compete with high-end big-name guitars costing 20-30X as much $$, but in almost every case they are remarkably well made. They ALWAYS need a LOT of setup work, and sometimes the pickups sound less than spectacular. But these are VERY decent guitars, and pretty much exactly the same guitars that sell for 4-5X as much once they put a squire or epifone label on them.
Please remind me. What is that Blue guitar and blue (green?) amp in the background of your videos? Information. For sale? $? Thanks in advance. These questions are driving me crazy
Give them a call. I doubt they'll reply here. I don't mean anything bad by that, I'm just saying there's probably no way they are seeing every comment.
I think its about changing the perception of guitars from tools to luxury items. What consumers in the end will have is that the cheaper brand like Squire will cost around the same as Fenders used to do.
If your business is having difficulties trying your hand at the retail side would not be helpful. Then franchising that retail outlet would only further complicate matters. Fender makes guitars they don’t know how to run a retail establishment.
Spoke to some friends in Kurowsawa Music Ochanomizu and I said the same thing..They advised that there is no building lot facility to accommodate this flagship store and Ishibashi Music / Kurowsawa and Ikebe Music already cater towards Fender inventory in the area. Cheers
actually fender isnt symphatic anymore. im from switzerland if you want sell fenders you need to have allmost all they sell. and if a customer want to test something a 7000 dollar strat or so. we cant order it and send it back if he didnt like it he needs to buy it! Gibson you can order anything you want no problems can send it back and so on i think fender ruined the little musicstore because of this. and that shitty guitar we became in the 700-1000 dollar range i pick up everytime in a week a epiphone or a gibson.
I don’t think this will compete with small shops because they aren’t going to be putting their retail store anywhere but major cities like New York, L.A., and Nashville.
That's right. There's been a Yamaha superstore in London for about the last 20 years. It coexists with all the small retailers. [Not just guitars, of course]
Here in New Mexico, there are no high end dealers. Yes we have a GC. I walked in two times I think. It was a sad experience. I think if they fold, the Albuquerque area is ripe for a higher end experience. It might work for Fender to open something here.
So right off the bat, one minute into today's show, I'm gonna say this: has Fender hired some Gibson executives, or what? And if I'm buying a new Fender, how much of the ever-higher price goes toward financing questionable corporate marketing moves like this, which put typical customers and dealers further down Fender's list of priorities and concerns? I'm a guitar player, not a stock trader, and I bet this describes the vast majority of Big F's customer base. Just as with Gibson, I still love the guitars but am less and less happy with how the companies that make them choose to do business. Ok, reactionary rant over, back to the video... (Edit) P.S. So I've watched the entire video now and read most of the comments, and apparently I'm not alone in being a little confused and disappointed. I know Fender follows your channel to check our pulses out here in the real world so take note... I own three Fender guitars now and will never buy another one unless it's used or from a small business and I know most or all of the money will go to them. Good luck with your plans to cut out your traditional middlemen and market more to cork sniffers and investors.
@@somebodyelseuk And if/when they do, I will shop with PRS, Suhr, Sire, G&L, Schecter (I have an old PT and it's great) etc. before I even lift a finger to check on a Fender. For me this was just about the last straw.
@@markpell8979 An old 'old PT'? A friend of mine had one of Townsend's Schecter Teles, in the mid 80s - he's a friend of his brother. That was a stunner, though it probably cost more than a Fender CS Tele would.
@@somebodyelseuk That's what I have, a PT Saturn with dual coil-tap humbuckers and a locking trem. Imperial White, aged now like an old Fender, with black binding and hardware. I've had it over 30 trouble-free reliable years and performed/recorded with it a lot. Looks like it was new last year. Mine was actually made in US before Schecter were taken over and corporate moved overseas. Not the same company OR guitar now but still good at a reasonable price and well worth considering.
My Indonesian made Schecter Nick Johnston HSS is terrific. It sounds better, feels better, looks better, much higher quality, costs less and has way more features than Fenders. Fender management are creeps. Soon after announcing record sales of 490 million $ they laid off half their (already overworked and ill treated) US factory workers. Bought my Schecter after that. May get Reverend Crosscut or Schecter PT instead of a Tele. Forget Fender
Clearly guitars sell when there’s a path to consumers through big retailers like GC, so I can understand Fender making some plans to take it into their own hands for when GC “$#!+$ the bed” for that final time. Still, here in AZ in the 80s we only had mom & pops and one local chain with like three small locations around Phoenix and I had no problems finding a Fender or Gibsons, Kramers, Ibanez..ezs, etc. And as was and still is the case, the m&ps know their products, unlike current day GC employees.
I think the younger generation has communities that are primarily online, so I don't know how true it is that the local shops are the scene anymore. The local shops are mostly older guys now as far as I've seen. Even lessons are largely online now, which is good and bad. I took lessons with the local guy when I was young but that was so random based on what the local guy knew and how good of a teacher they were. Now there's 100s of amazing online instructors, including Fender Play, that are just better at the actual teaching though I do think the not being able to play in person with that teacher is different. I think Fender gets this.
Prediction: Fender will not, in the long run, display the loyalty to its retail outlets that Baxter hopes to see. Retail stores are, in a sense, analogous to employees. I’m 68 and am retired after working multiple careers. This is one of the big changes I saw in my working lifetime. Once, if you did your job well and followed the rules, you could be pretty sure of having your job. Today, you can be named employee of the year on Friday and laid off the following Friday. Come to think of it, didn’t Fender just recently lay off a bunch of employees? They will do the same to their retail outlets when it suits their needs. Baxter is looking for love in the wrong places. When it comes to business the rule is (as it was once explained to me by a human resources vice president): “You don’t have to like it, you just need to understand it.”
In a sense, the society humans have created for themselves is inhuman.
Baxter’s bias is on clear display every time he gushes about his his personal affections for individual higher-ups in the corporation. He has his blinders on to the reality of what Fender is. Focus on non corporate builders, man, not these money grubbing execs.
Loyalty is a critically endangered species.
The Japanese market has a very very expensive luxury tax so that guitar when you buy it over there you’re gonna pay for that and they’re gonna find some way of being reimbursed for all the shipping in cost of fees. It’s a great hub for a overseas market but that’s all I see it as, I would never order a custom shop there. I’ve worked with you guys in the past customer service is awesome. Your knowledge is impeccable. I would definitely keep all that stuff stateside as far as Guitar center is going it’s on the decline and they’re just trying to save their butts.
Retail stores are in no way, shape, form or fashion analogous to individual employees LoL!
A large volume distributor cant be compared to some millennial or Gen-Xer who knows way more about their damn iPhone and video game console then the difference between an Epiphone Les Paul and a Gibby Les Paul and only earns $7 per hour; and will QUIT said job after earning enough money to buy the latest iPhone or Gaming console,..LoL!
The relationship between various manufacturers and their distribution might sometimes be contentious ( like say the auto industry ) however, the actual ability for any producer of any product to suddenly up and create a smooth running and efficient distribution network that not only reaches customers but cultivates longterm brand loyalty is both extremely time consuming and very, very cost prohibitive.
If it were something that could be done easily then we'd have not only seen it done within the auto industry ( which has the MOST contentious relationship between builders and sellers) but Gibson would've jump started this trend atleast a year ago to compete with Guitar Center, Sam Ash,.Musicians Friend etc etc!
However they DID NOT!
WHY?
Because real estate is EXPENSIVE ,.and commercial real estate is MORE crazy crazy expensive and failure to make large, quick gains in the retail space opens you up to financial predators to come in, buy up your debt and rip your company up piece by valuable piece LoL!
Apple, Nike, Tommy Hilfiger and Polo Ralph Lauren can have and maintain retail because they already have the real estate and the supply infrastructure and generations of loyal customers whom are familiar with the brand and used to buying the product at whatever price point exist between the flagship stores and the outlet malls.
Gibson and Fender can only afford to, and are best served by, only opening up a super small number of "elite" stores in very highly visible areas like Nashville and Las Vegas and Tokyo, etc etc to greater expand the brands visibility within the luxury retail space. This tactic has worked wonders for Ferrari,.which only has a very few directly owned dealerships in laces like Tokyo and perhaps another in Vegas but THATS IT>all other Ferrari purchases are made at authorized independent dealerships LoL!
YOU turning this event into some angry BOOMER RANT is ,..well,..interesting at best,..LoL!
Some out there recently have chastised Gibson and their expensive “lifestyle” items. Fender decides to open in the high rent district in Tokyo.
Have to remember one thing, the majority stake in Fender is owned by Servco Pacific. This Japanese family made the move into private equity. They operate Pacific Toyota dealerships in Hawaii, they purchased a majority stake of Fender back in 2020.
They not only operate but own the rights to Toyota in Hawaii.
I don't think this will replace the Mom & Pop stores, but it will hit G.C. hard...
My local dealer passed away a couple years ago and I feared the store would close, but thankfully they tried & found a new owner that would keep it going and also kept the employees that wanted to stay!
Why not a sustainable substance for instruments called BAMBOO ? Starting with the acoustic PANDA models.....drum sticks...etc...looking for investors.maybe a carbon fiber bamboo mix..bamboo is waterproof also.
Fender is based in California and we can no longer have these types of retail stores in our state. Store theft criminal punishment has been reduced for thefts of up to 1,000 dollars. It is a ticket. It is a misdemeanor. As a result, retail in the state of California as we used to understand it, is gone. If a store has high end stuff here, more and more you need to make an appointment to visit.
Lol
I see voting Democrat is working out great for you and the rest of CA.
Honestly we should have left California with Mexico………. That state is fucking horrible and ran by tech giant corporations who have existential crisis’ daily about saving the environment and their Starbucks coffee… can’t wait till it falls off the fault line and into the ocean.
Cats running the show at Fender. Sounds good to me.
They should have done this years ago. Even car companies are letting you buy direct from the manufacturer instead of a dealer now. Once Guitar Center goes, dealers will be a thing of the past. Fender did this to themselves by increasing the minimum annual order amount for dealers every year and putting tons of them out of business.
Will those guitars have horrendous fret sprout too?
There's precedent for this. I was in Tokyo in 1999 and after my wife, who grew up in Tokyo, got tired of my 'having to' duck into every little guitar shop that we passed and took me to a store- in Shinjuku? - that was an 8 story music store. Recorded stuff on the ground floor up to a top floor carrying the first Fender Custom shop guitars that I'd seen. And the place was packed, especially the jam-rooms on the 7th floor. And EVERYTHING is super-expensive in Japan.
Shibuya Store ☝🏿
I found secondhand MIJ Fenders to be pretty affordable in Tokyo. But I’m from the UK so everything apart from Marshalls is expensive for us.
Ocha no Mizu probably has the most stores in one area :)
@@JBG949 shibuya roll-call!
They used to have a retail store in Downtown Disney in Orlando in the 90’s
I remember that!
Really?! How was it?
@@allenhayesmusic I remember going in there but it’s been so long I really don’t remember too much
In 2000, I went to Fender HQ in Scottsdale with 6 other people from the Fender Discussion Page. They treated us great (tours, car show, Suns game). We spent an afternoon in their meeting room with Bill Schultz, Ritchie Fliegler, and a few other Fender higher-ups and they asked us what we thought about Fender opening a store or stores. They genuinely wanted our opinions as to what we thought it would do to the brand. They did not have cities planned, but LA and NYC were mentioned. 23 years later...
Cool story. I used to work at Fender in Corona, CA as a amp test techician... My wife is Japanese. I want to visit this showroom in Japan. FMIC does a great job of marketing. If they made 8-string guitars, I'd definitely buy one.
@IPLAYLOUD Hey yo, old FDP'er here. Long time no see!
@@strumminronin I'm still kicking. ;-)
Fender is so far behind
Suhr and Anderson and Ibanez in quality and features! Even their over priced Custom Shop stuff falls very short!
I think a very few flagship stores are OK but as you said, there needs to be places where players can have familiarity with knowledgeable people. I support both my local music store and Sweetwater. At both places I have people I know that can answer my questions and I feel a kinship with. As long as this remains I will be a happy customer. I also plan to trek down your way and visit your fine store. Keep up the good work guys….
MIJ Fenders are really interesting and IMO they are a lot more forward thinking than the US counterparts putting out the same thing over and over and over.
I love Fender stuff but honestly its like they want you to make partscasters as they never quite have the options you are looking for and in most cases you cant even get what you really want in the custom shop.
Fender Tokyo will be a great success!
They will need a floor just for Tshirt sales!
Brands of all types are doing this, they want to control the brand experience like Harley.... we are fighting it in the powersports industry. The modern goal of most corporations is direct to customer sales and highly controlled retail spaces in major cities. Other dealers and players get bent...
If only there was a way to make sure mom and pops have to shut their doors while all the big box stores get to stay open…. Some way to scare the crap out of the public to have them demand the destruction of corporate competition that is small business.
Selmer used to be family-owned, until in 2018 they were purchased by an investment fund (Argos-Wityu).
If GC goes under maybe Fender and Gibson will have to reconsider their huge buy in costs that shut out 95% of mom and pop stores.
One can dream.
Fender has historically been kind to small shops, Gibson on the other hand...
@@simbadlemarin1815 my small shop only sells fenders and epiphones. Gibson has too many rules about how much you stock. They can’t afford to have an inventory
Its not if it's when.
Baxter did a great job of saying the right thing while not pissing off the dragon, I doubt I could have shown such discipline. I don't think I am not alone in reading between his comments and letting us know the truth about the lack of integrity these brands have demonstrated. I agree with Peter, and other previous comments suggesting this will not work for Fender or GC for long. Shops like Casino that connect with the feeling music gives us as guitar players will make it by making personal connections and having a little fun. It is not just about the shop to buy gear, it is the connections that we make on the journey.
Pretty good pronunciation! I used to live in nearby Minami-Aoyama. That is one of the swankier areas of Tokyo. Fender will be paying some serious rent for that place.
I have 3 small music shops near me, two of them are ridiculously overpriced and one of those even tried to scam me.
My local GC lies about price drops and sales on their website, and the second closest, I waited an hour before somebody was able to help me.
The only people this change is going to hurt are liars and cheats. The good shops that actually care about their instruments and customers have nothing to fear, at least for a couple decades.
I agree! I have a GC in my hometown. It has declined over the past 3 years. Being honest, employees are incompetent and have a lackadaisical attitude.
Yes the small independent stores I’ve dealt with online charged me 15% return fee and shipping both ways. So I paid oh idk $60? for nothing. It forces me to use sweetwater which is legit and doesn’t do that. Also, watch out for Amazon. I can’t say the guy’s name but he runs a store out of his home!!! I looked him up on Google maps. He sold me a used pair of pick ups not only were they the wrong brand, but they were broken and the first repair guy didn’t even notice. I literally bought the pick ups I already had but they were a match set of bridge pick ups, one which was broken. It took me months and months to find another repair guy because the bridge pick up kept breaking. It was dead and the second guy said these aren’t even the brand you bought. I’m like what are you talking about so I called the first guy he said he didn’t notice is he stupid? He’s honest but not the greatest repair guy. So I have the guy install the used match because they sounded fine and then the bridge pick up breaks again. I think it was one of the windings was broken so I then find a third guy because the second guy is now on tour because prior to that there was nobody else to go to so I go to the new store we have and I said put back my original pick up in the bridge and leave the other bridge in the neck position cause it sounds really good, $5000 later I’m exaggerating it cost hundreds and hundreds of dollars like I could’ve bought a new guitar. I truly think it cost me about $800 between fees the pick up price and constant Lyft fees. I will never buy from Amazon again. I would love to call out the guy’s name out. He lied and said he sent me a new pack of pick ups. I say that somebody came in and traded in their used ones that look exactly alike and he didn’t check them, I will never use Amazon again. Be careful. Buyer beware.
@@texasbootlegger3752 there’s different tiers of guitar centers and I think the only good ones are in Manhattan and Hollywood that’s probably it. And I’m not even sure about that anymore.
In an age where retail spaces are failing, a company that specializes in 70 year old technology is doubling down on retail space! Way to go Fender!
At least the Japanese won’t loot the store and burn it down, unless we manage to export some more of our culture overseas
Oh, and after they fired a bunch of people from the USA plant!
I love fender instruments and the history of the brand, but not killing it in the business decision dept lately
Well if the Japanese economy continues deflating, we’ll probably see a lot of bombings and cult attacks like in the Nineties, so don’t count Japanese people out lol
Guitar music is much bigger in Japan than it is here. Isn’t learning an instrument mandatory for kids to graduate school in Japan too? I might be wrong about that, but I think I heard it somewhere. Japan makes more sense than LA or New York.
No it’s not mandatory to learn an instrument to graduate except maybe at certain private academies, you definitely don’t need to know an instrument to graduate from Japanese public schools(I know from experience), but guitar music is way bigger in Japan than in the us so you’re right on that. Tokyo, especially Setagaya, is crawling with rock bands from all over Japan come to cut their teeth in the underground clubs
Wait…cats DON’T rule the world?😮
I hate change. I love my guitars and cars from the 50's
Japan IS the obvious choice. Brick and mortar is dead in America but the Japanese don't use Amazon and actually still shop at stores.
Where did you get Fender glory and goodness, From the 70's or 60's because there is no such Fender today.
If Fender wants to up their prices, they better offer more with their product. Things like fret bars that are finished and not rough cut, sharp and catch the high E string under them on the edges, They need to properly build a pick up because all the one's I dealt with are thrown together sloppy, poorly potted and I don't think anyone at Fender can say how many winds are in each pick up because they are all so different. Whoever winds their pick ups needs to go, go far away. I found one that had a neck pick up wound way more than the bridge, mistaken , not, bin mixed, yes. Then we can improve the worm screws on the bridge, I like my action low and with Fender, low action means top screws up and tearing your hand apart.
Fender used to care about you and you guitar, now all they care about is your money.
I didn't do much at all to my 85 Fender MIJ because it was a good build Today, I'll by parts and assemble it myself because off the rack today is overpriced garbage.
Fender needs to break down and buy a deburring wheel and some sandpaper. Then learn how to count.
These are built as an experience, much like the Gibson Garage, with little impact to Fender's Bread and Butter authorized dealers in the long run.
Ahhhhh so THAT's why they needed to lay off all those workers!! Rent isn't cheap in Tokyo folks.
For Fender Japan to open a flagship store is not that astounding. Being in Harajuku is a little unusual but still very logical. This is the cutting edge fashion district teeming with lots of new customers. Most of the major music stores are near Akihabara (Electric Town) so the competition would be less. I imagine that it will be mostly Japanese and Asian produced merchandise with very little American or Mexican produced items.
Looking forward to this and will be at the opening for sure. Fender is huge here in Japan and I'm certain this will do well!
I’ve never been to Japan but I love their Fenders. I have an old 1985 Jazz Bass Special that is just a fantastic instrument in every way. And 25 years ago I had 2 made in Japan Strats that also were excellent. I gifted both to my niece.
I'd like to slightly modify that awesome quote you stated, and change it to "The ACT (instead of error) of omission is akin to a lie." People who want to cover up the truth, or slip something past, or downright scam somebody are not making an error in omitting, they are purposefully doing it.
I agree the direct to customer has more to do with the demise of GC. However for mom and pop store fronts it does border on total anarchy. It would make sence if the big manufactures would drop their minimums on the amount of product needed to become an authorized dealer.
Wish my dad made big moves, since 1974, he's been picking up cigarette butts in the men's room at Union Station in Chicago, I picked him up once, his mouth had a Redding around it,he had like 6 kankur sores and was wearing a pair of pants he found in the garbage, in the car he was trying to light a wet cigar butt ...by the time we got home he said his legs were itchy and his pee burned..... Jesus Christ dad
Just as Leo and crew imagined it 🤷🏻♂️
They need to get that qc under control, just a couple of years ago you couldn’t go wrong, but after the pandemic a lot of customers have been complaining.
This doesn't look good to me. Fender just laid a bunch of people off and now they've got money to dump into japan? That's weird.
Fender Japan has been its own thing for quite a while now, tons of Japan only models over the last 20 years many arguably cooler than the US releas4s
I am a huge Fender guitar and amp fan.
However I’m not a fan of Fender Corporation.
I will continue to buy Fender items, but it will be through small local guitar stores. If Fender continues to screw over the little guys then I guess I will need to find a different brand to spend my paycheck on.
Disney opened company stores. It worked great for a while and then it didn't. Most have been shuttered.
Name brand clothing corporations opened outlet malls. It worked for a while and then it didn't.
Fender wants to ride the hype of a super store. When it finally fails the will say "we've decided to go in a different direction".
Absolutely bang on. Not even a Dr Marten boots super store in Covent Garden, London could survive. I think the wave for the up-trend / hype is some way off yet in terms of time. Frankly this move has put me off of the brand quite a bit. Just by having more guitars doesn't make a person a better player.
They've carved out a little ecosystem there from the MIJ Fenders to their premium Gretsch players aslo made there. As you note this is like a high end area (like a Rodeo drive, etc..) I see it like the watch industry who have boutiques from Casio to Rolex of their own stores (in specific markets) but also available in many jewellery shops. This is an in-person experience shop for Japanese locals with a % catering to tourists as well
Fender is positioning themselves to take over Guitar Center and slap a Fender sign on the front of the buildings.
Then “dump”, I mean stop suppling competitor brands. (Cough… Gibson) Fender market share grows, Gibsons drops and Fender just smiles. Book it.
So much for buying a new MIJ used to love getting a quality deal.
When a good deal can be found. I think Fender is shooting themselves right in the foot.
First comes Tokyo what next close up Corona ? Makes one wonder. Either a Mexican made Fender
Or a high end MIJ and spend a fortune.
Just like Gibson Garage, or Samsung stores, or any other brand with a few flagship showrooms, this is a marketing/brand investment. It’s a showroom where they can offer cool experiences and control the way the product is presented, and a billboard to raise their profile. This won’t replace their retailer partners.
It would cost a fortune to build a real network of retail stores across the country (and globe). They can build a few cool experience stores and run them. They’ll probably lose money on each store but eat the cost for the marketing benefit. That fine for a few dozen of these. Not hundreds or thousands globally. They don’t have the know-how or capital to spend building and running profitable network of stores.
Safe to say there’s no danger of a Fender Southern Pines location, and thank goodness for that. Great independent guitar stores are a special thing.
Fender is making a good move. With the decline of guitar in popular music in the USA, and the increase of guitar players in far-east countries, this makes sense. It may just save music. At some point, the utter crap that dominates the top 20 American scene will see a revolt. Guitar and actual musicians, singers who don't use auto-tune, real bands and music written by bands, will come back in style. They need to do what they can to ride this out until the time comes again for musicianship to become in vogue.
Hey guys.. I live I Dayton Ohio and if I ever get the $ im gonna drive down there and buy a custom shop out of your custom shop room.. (i dont really wanna have one specked out) i just wanna buy a custom shop u guys ordered.
I’ve lived in a tiny remote town for 25 years, but before that I lived in LA, lots of great guitar shops. I’ve sadly had to resort to online ordering. I miss the candy store vibe, but not the freeways, and millions of people. Japan seems like a good place for a Fender store. Hope they stay in business for a long time. I love Fender guitars.
Great if you want to pay MSRP for their reproductions of what Fender used to be. I like the customer service and deals I get at independent retailers. Fender isn’t Rolex.
Makes sense. Guitar is huge in Japan. I expect this to go really well for them.
(Click on video) fenders opening an awesome store....in japan! And good day sirs...(close video) 😆
Fenders and Squiers have been sold at Costco which is weird. Japan store means nothing to most of us. Just means we're paying for it when we buy Fender here in US.😥
Here in Australia, Fender have started selling online. Holding back stock from retailers so people are forced to buy online. I'm not against buying online, but if you cut the retailers out of the equation, services guitarists rely on will slowly dwindle/disappear. I will also take a guess and say that Fender will see a backlash from buyers that are fans of visiting a retail store. Do we really want online only. I love going into my local store and buying gear, talking Sh#t etc. Fender!!! Don't cut the Retailers out!! We know you want all the profit to yourself. But remember who you are!! Cheers
As a European, the Fender store is not any good for me either, but I cant help thinking that now you Americans finally get to feel what it is like to be us!!
In layman terms, Fender is raising pricing to raise capital so "you" pay to open their stores. Yay!!!!!!!
Since guitar-focused music is HUGE in Japan, no surprise to me...
I heard they are moving into NC. Kidding. The small shops will always be the coolest. No one wants to go to a Mall when you can go to a small boutique shop.
The first step to cutting out distribution to small retailers.
I'm in Wales so no Sweetwater for me. I can use Thoman but not ideal. I think Fender feel they can do what Sweetwater does; cut them out of the loop and more profit for them. But people use Sweetwater for anything gear related and likely just wouldn't buy Fender if they can't easily see it on the one website. They will fail unless they decide to sell at a far lower cost; i.e. cut out the middle player and move the savings to the customer. They won't do that because, you know, greed...
Spot on. It'll tank and if they're not careful, it could tank Fender. Good news for those of us with Fenders to sell on the secondhand market, though ;)
I can see Fender doing the same thing GC is doing. Hiring people just to sell guitars and no real customer service.
Oh wow..
Are they going to begin installing premium-volume & tone knobs on their multi-thousand dollar Stratocasters?
I think the best thing for the industry would be for GC to go out of business. I think you would see a ton of cool independent stores open as a result. On line purchasing will always have its place but with instruments I think a lot of people want a hands on experience. If Fender just goes after the high end showroom experience- I don’t believe it will change much. They might sell more shirts.
Jonathan your hair looks amazing! Sorry Baxter but today is his day.
I can't see anyone in their right mind spending top retail for a guitar in a Fender store. It will bring the brand visibility way up, but buying one - that's where your local community store comes in.
Im thru with Fender anyway.....never bought a Fender with a decent neck.
This will bankrupt Fender. Awesome. I like used gear anyways.
How predictable for the location. They need to give us a real surprise and build stores in places where the common folk live and work (Detroit, St Louis, Pittsburgh, ect).
Those are still big cities. Think what it's like for those of us who don't live in a big city or even a small one.
@EclecticHillbilly yes, but you still have the ability to travel to the big cities, whereas Japan is on the other side of the world from the US. You can't expect Fender to set up shop in Bum-Fuk Egypt. It's expected they are going to be in a big city, just wish they would be in more cities than SoCal and Japan.
Fix runaway quality issues? Naa, lets open a silly store and do silly displays.
The same fender that jacked up prices during the pandemic ..
I don't think this is such a negative. It looks very much like they're doing an apple store type thing but you can buy apple products in every electronics store out there. I think as a means to show off their products it's a good thing, not sharing floors with all the other brands. The major differentiation comes with the retailers, as Baxter points out. That's what you're buying and that's why it makes sense to support the indies.
There's a Yamaha superstore in London. It's been there for maybe 20 years. Doesn't seem to affect anything. Online shopping seems to be the main threat to the small retailers.
@@MyRackley exactly. I see it as more of a gallery or demonstration site than a retail store.
This whole discussion reminds me of an ugly little statue my father kept on his desk when I was growing up. On the bottom it said, "Work hard, be faithful and you will get your just rewards." It was a fat man with a large screw going in his belly and out his back.
My dad worked his ass off for the company for 30 years when it was sold, and he was let go with a handshake and a "been nice knowing you."
He left the statue for the next guy.
Maybe this is because Fender knows Guitar Center is gone ?
Hartley told us local dealers that Peavey would never be in mail order or go direct.
Yeah, everything Fender is more expensive here. And we can never spec from the CS. Maybe I can get a part time job at the store.
If they do open these stores in the US, I hope they actually sell guitars on site. I was at the Gibson Garage a year ago, fell in love with a guitar, and the only one in the store was a display and not available to purchase! I loved the Garage, but did not like that I couldn't buy a guitar and take it home with me!
Here's hoping Fender is much smarter and you can buy instruments while you're there.
What a wonderful idea! Put your guitars in a super-expensive building, adding tons of overhead to your product. People will shop there, pick out what they want, and then go order it from Sam Ash!
Jajaja!
Al Stewart "Year of the Cat" of Yusef/Cat Stevens???
Baxter touched on my first thoughts when he mentioned car dealers. Tesla's sales model came to mind. The main sticking point is as hard as they've tried, guitars are not produced (yet) with the consistency of automobiles. Ironically, CNC machining and automation have done far more to improve the low-end product than the high-end. Sweetwater does the best possible today to cross that uncertainty gap between what you played in the store and what arrives in a box, and its not perfect. A better example is Adorama, price may be great but they ship you a box untouched from the factory and you play the quality crapshoot. If the big boys ever crack the quality nut, watch out.
Chinese manufacturers are getting closer all the time. There's no innovation there - everything they make is a copy. But I have bought a number of guitars that are no name (or unknown name), in the box as sealed at the factory - for UNDER $100 each - including tax and shipping. These are not guitars that compete with high-end big-name guitars costing 20-30X as much $$, but in almost every case they are remarkably well made. They ALWAYS need a LOT of setup work, and sometimes the pickups sound less than spectacular. But these are VERY decent guitars, and pretty much exactly the same guitars that sell for 4-5X as much once they put a squire or epifone label on them.
Guitar center ist Kaput.
Investment companies sucked out all the money.
I read Japanese so I wondered if I could get Japanese subtitles under your video. I can. Now I get my 2 faves, guitars and Japanese.
Please remind me. What is that Blue guitar and blue (green?) amp in the background of your videos? Information. For sale? $? Thanks in advance. These questions are driving me crazy
Give them a call. I doubt they'll reply here. I don't mean anything bad by that, I'm just saying there's probably no way they are seeing every comment.
wall to wall basswood
If the Japan thing is successful, they might open other locations, I wonder if they’ll have museums as part of the experience?
I think its about changing the perception of guitars from tools to luxury items. What consumers in the end will have is that the cheaper brand like Squire will cost around the same as Fenders used to do.
Ugh. "Lifestyle brand"
If your business is having difficulties trying your hand at the retail side would not be helpful. Then franchising that retail outlet would only further complicate matters. Fender makes guitars they don’t know how to run a retail establishment.
Wild. Can't wait to go! Omotesando is fun - but interesting that they aren't going to Ochanomizu where the "guitar district" is in Tokyo.
I love Ochanomizu - I’ve spent entire days there going from shop to shop.
Spoke to some friends in Kurowsawa Music Ochanomizu and I said the same thing..They advised that there is no building lot facility to accommodate this flagship store and Ishibashi Music / Kurowsawa and Ikebe Music already cater towards Fender inventory in the area. Cheers
@@TheSoulsandRevive that makes good sense. Yeah, I just bought a nice FSR all black Fender Strat from Kurosawa.
I love these discussions, thank you guys! Small shops make the journey way more fun.
actually fender isnt symphatic anymore. im from switzerland if you want sell fenders you need to have allmost all they sell. and if a customer want to test something a 7000 dollar strat or so. we cant order it and send it back if he didnt like it he needs to buy it! Gibson you can order anything you want no problems can send it back and so on i think fender ruined the little musicstore because of this. and that shitty guitar we became in the 700-1000 dollar range i pick up everytime in a week a epiphone or a gibson.
and know they make theyre own shops they make more money and all the little cool musicstore dies fuck fender and all the big online retailers
I think we need to figure out who has a missile lock on Baxter’s face before we worry about Fender’s retail plans
Jajaja! Right!
They are just planning for the inevitable demise of GC...
I'm a poor lefty....I have no opinion on the matter.
The Fenderverse
I don’t think this will compete with small shops because they aren’t going to be putting their retail store anywhere but major cities like New York, L.A., and Nashville.
That's right. There's been a Yamaha superstore in London for about the last 20 years. It coexists with all the small retailers. [Not just guitars, of course]
Here in New Mexico, there are no high end dealers. Yes we have a GC. I walked in two times I think. It was a sad experience. I think if they fold, the Albuquerque area is ripe for a higher end experience. It might work for Fender to open something here.
So much for loyalty to the USA ....
So right off the bat, one minute into today's show, I'm gonna say this: has Fender hired some Gibson executives, or what? And if I'm buying a new Fender, how much of the ever-higher price goes toward financing questionable corporate marketing moves like this, which put typical customers and dealers further down Fender's list of priorities and concerns? I'm a guitar player, not a stock trader, and I bet this describes the vast majority of Big F's customer base. Just as with Gibson, I still love the guitars but am less and less happy with how the companies that make them choose to do business. Ok, reactionary rant over, back to the video...
(Edit) P.S. So I've watched the entire video now and read most of the comments, and apparently I'm not alone in being a little confused and disappointed. I know Fender follows your channel to check our pulses out here in the real world so take note... I own three Fender guitars now and will never buy another one unless it's used or from a small business and I know most or all of the money will go to them. Good luck with your plans to cut out your traditional middlemen and market more to cork sniffers and investors.
If I was in PRS's shoes, I'd be working on a Tele type guitar next. That Korean facility they use could be getting extremely busy in the near future.
@@somebodyelseuk And if/when they do, I will shop with PRS, Suhr, Sire, G&L, Schecter (I have an old PT and it's great) etc. before I even lift a finger to check on a Fender. For me this was just about the last straw.
@@markpell8979 An old 'old PT'? A friend of mine had one of Townsend's Schecter Teles, in the mid 80s - he's a friend of his brother. That was a stunner, though it probably cost more than a Fender CS Tele would.
@@somebodyelseuk That's what I have, a PT Saturn with dual coil-tap humbuckers and a locking trem. Imperial White, aged now like an old Fender, with black binding and hardware. I've had it over 30 trouble-free reliable years and performed/recorded with it a lot. Looks like it was new last year. Mine was actually made in US before Schecter were taken over and corporate moved overseas. Not the same company OR guitar now but still good at a reasonable price and well worth considering.
My Indonesian made Schecter Nick Johnston HSS is terrific. It sounds better, feels better, looks better, much higher quality, costs less and has way more features than Fenders. Fender management are creeps. Soon after announcing record sales of 490 million $ they laid off half their (already overworked and ill treated) US factory workers. Bought my Schecter after that. May get Reverend Crosscut or Schecter PT instead of a Tele. Forget Fender
The ice cube building!
Clearly guitars sell when there’s a path to consumers through big retailers like GC, so I can understand Fender making some plans to take it into their own hands for when GC “$#!+$ the bed” for that final time. Still, here in AZ in the 80s we only had mom & pops and one local chain with like three small locations around Phoenix and I had no problems finding a Fender or Gibsons, Kramers, Ibanez..ezs, etc. And as was and still is the case, the m&ps know their products, unlike current day GC employees.
Please take videos when you visit.
I think the younger generation has communities that are primarily online, so I don't know how true it is that the local shops are the scene anymore. The local shops are mostly older guys now as far as I've seen. Even lessons are largely online now, which is good and bad. I took lessons with the local guy when I was young but that was so random based on what the local guy knew and how good of a teacher they were. Now there's 100s of amazing online instructors, including Fender Play, that are just better at the actual teaching though I do think the not being able to play in person with that teacher is different. I think Fender gets this.
Is that a Supro over your shoulder?