Managing Retail Productivity and Profitability

“…This is an integrated management activity that takes in elements of the retail mix such as merchandising, store formats, sales staff interaction, promotional efforts (Walters and Laffy, 1996) and (unsurprisingly) reputation. These factors create a point of differentiation, separate retailers from the competition, and create the retail brand.…”

Section: Literature Reviewmentioning

confidence: 99%

The marketing directions of two fashion retailers

Newman

Patel

2004

European Journal of Marketing

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Topshop and Gap are important fashion retail brands targeting young style-conscious UK consumers. However, business performance differs widely with Topshop enjoying record sales whilst Gap has recorded losses at a five year high. This paper investigated these variations in performance from a strategic and holistic view of retailer brand image, and the adoption of quality marketing orientation. Answers were sought using key image attributes as a vehicle to understanding customers' perceptions of the retailers under study. Survey data were collected from a sample of 300 typical customers who were set the task of ranking image attributes. Factor analysis of customer responses indicated that Gap customers were offered lifestyles in advertising that were out-of-step with the merchandise on the shelves. This reflected a failure on the part of retail management to satisfy the target market. Topshop customers displayed high levels of confidence in the merchandise proposition but stressed the importance of atmosphere and sales staff in overall assessments. This finding reinforces the view that sustainable retailer positioning pivots on a range of marketing activities as well as matching fashion consumers to styles. The research concludes with implications for strategic retail marketing, theory and practice.

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“…Others Devlin et al, 2003;Oppewal & Timmermans, 1997) focus on how retailers could differentiate. Walters and Laffy (1996) indicated that positioning in the retail sector involves integrated actions in such areas as: the product range, the store format and its environment, the type and the scope of the services and amenities offered, communication with customers (Devlin et al, 2003). Other authors such as Wortzel (1987), also Oppewal and Timmermans (1997) indicated price, product and services as the attributes which could differentiate a retailer from a competitor.…”

Section: Literature Overviewmentioning

confidence: 99%