‘A Case Study of Fashion Retailer Emporium Kalu on How Retail Operations Management Objectives Can Best Be Achieved- The Rights of Retailing Concept’
Retailing is now one of the world’s largest industries and it is in a permanent state of change. This change has been accelerating over the past decade, (Zentes et al., 2011: Pg.1). This sector is not only more competitive than in the past but the consumer is also increasingly more demanding and more complex, (Gordon et al., 2006: Pg. 22).
Retailers have to predict the desires of fickle customers, buy and allocate complex sets of merchandise, set the right prices, and offer the right promotions for each individual item. However, there are often wide gaps between supply and
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This report continues to detail how this high level of interest in celebrities and their lifestyles is beneficial to the clothing retailing market and can be used as a tool to attract consumers by adding value to a clothing retailer’s product range, and help to drive sales. This can be seen when brands of clothing celebrities wear or clothing lines where a retailer collaborates with celebrities and well known fashion designers become popular. “In a celebrity-obsessed world, it’s no surprise that we all want to copy what famous faces are wearing”, (www.wgsn.com, 2010). Celebrities, according to Olympio, (2007) represent a “glamour that most of us have idolized and wanted for our own”. This concept can be said to be the reason why people emulate styles they have seen on celebrities, for example, Joan Collins, who in the soap opera ‘Dynasty’, made shoulder pads a signature trend of the 1980’s. This can also be seen today where Sarah Jessica Parker, in ‘Sex and the City’ helped make Manolo Blahnik, the shoe designer, a household name, (www.wgsn.com, 2010). Retailers who choose to sell brands that are publicly linked or associated to a celebrity will stand to be of benefit if their target consumer aspires to be like said celebrity.
3. The Concept of Fast Fashion
Gordon et al., (2006: Pg.22), remarks that retailers have to deal with constantly shorter product lifecycles. Fast