Essay on Marketing C212

3968 Words Sep 21st, 2015 16 Pages
Marketing C212

Retail Store Marketing Proposal


Orange Kingdom is a clothing retail store owned by Between, Inc. It is differentiated from its family brands such as Between and Old Marine, as it gives an upscale image compared to the other two brands, and targets young professional population aged mid twenties to mid thirties both men and women. It provides mid-scale work-to-play casual and business apparel, accessories, and shoes through about 500 stores including factory stores in the United States. It is also gaining market share in Asia, South America, and Europe as well. In this marketing proposal, I would like to discuss three service options to retain and acquire customers.





Styling Consultation
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There is another website just like Stitch Fix, called Trunk Club, for men. It launched its business about six years ago in 2009, and now it has several locations in big cities like New York, Los Angeles, Chicago, Dallas, and Washington DC for their clients to meet their stylist in person. Its followers on Facebook is over a half million.
Furthermore, websites like Stitch Fix and Trunk Club keep coming up specialized in certain product line such as underwear, jewelry, and so on. Will there be enough profit generated through styling service? My answer to that would be “Absolutely.”
There is an article about financial management, titled “Putting Service-Profit Chain to work” published in Harvard Business Review. It states that the service-profit chain establishes relationships between profitability, customer loyalty, and employee satisfaction, loyalty, and productivity. The links in the chain (which should be regarded as propositions) are as follows: Profit and growth are stimulated primarily by customer loyalty. Loyalty is a direct result of customer satisfaction. Satisfaction is largely influenced by the value of services provided to customers. Value is created by satisfied, loyal, and productive employees. Employee satisfaction, in turn, results primarily from high-quality support services and policies…

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