Looking at competitors for these particular sub brands such as H&M, Zara which target the same market (18- 30 years old), we can sustain that both have worked hard throughout the years to constantly create a stronger brand image. H&M has done so by hiring high profile celebrities to represent their brand (David Beckham, Beyonce, Lana del Rey), by collaborating with luxury designers to create limited edition collections, and by carefully studying current fashion trends and providing clothes that are both classic, but up to date at affordable prices. Zara on the other hand spends little on advertising. Inditex its lead company is a pioneer among “fast fashion” companies, which essentially imitate the latest fashions and speed their cheaper versions
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Firstly by varying the design of sections of the store through lighting, mannequins, layout of the products but also details such as the music, which tends to be out-dated and distasteful. M&S must be assiduous in their presentation of the store, in particular the areas focusing on more recent merchandise, as it is clearly evident that a lack of guidance in terms of the visual merchandising has led to poor tactical positioning of the new products and more importantly there are vast amounts of space unused. Secondly: The size of their stores. Because they are too big for the amount of stock they display, the clear and correct strategy that they must implement must be one of space management. Essentially more needs to be done to utilize the space better. As they are positioning themselves in the market as an affordable and yet a quality retailer, they cannot organize the shop as a cost-cutting retailer shop. This means that they must either reduce the prices to correlate with the amount of stock or cut down the stock available on the shop floor in order to keep prices as they are. They simply cannot keep operating like …show more content…
This is a problem that requires the correct strategy. Their strategy of appealing to almost anyone will not suffice at a time when the clothing industry is increasingly competitive and when rivals are successfully appealing to their customers by means of a clear and concise business strategy, a clear target market, the correct merchandise, maintaining their presence through successful advertising and managing to appeal to younger
Firstly by varying the design of sections of the store through lighting, mannequins, layout of the products but also details such as the music, which tends to be out-dated and distasteful. M&S must be assiduous in their presentation of the store, in particular the areas focusing on more recent merchandise, as it is clearly evident that a lack of guidance in terms of the visual merchandising has led to poor tactical positioning of the new products and more importantly there are vast amounts of space unused. Secondly: The size of their stores. Because they are too big for the amount of stock they display, the clear and correct strategy that they must implement must be one of space management. Essentially more needs to be done to utilize the space better. As they are positioning themselves in the market as an affordable and yet a quality retailer, they cannot organize the shop as a cost-cutting retailer shop. This means that they must either reduce the prices to correlate with the amount of stock or cut down the stock available on the shop floor in order to keep prices as they are. They simply cannot keep operating like …show more content…
This is a problem that requires the correct strategy. Their strategy of appealing to almost anyone will not suffice at a time when the clothing industry is increasingly competitive and when rivals are successfully appealing to their customers by means of a clear and concise business strategy, a clear target market, the correct merchandise, maintaining their presence through successful advertising and managing to appeal to younger