“surprise” merchandise, or very narrowly targeted
products, such as large or petite sizes. They
must be fl exible and quick to react with unique
offerings, in stock, when consumers want them.
Stores can also differentiate with extended hours,
such as being open 24 hours a day, or with
special sale events. Distinct images can also be
developed.
Presenting an Image
A retailer’s image is how the public perceives
the company. It is like a personality, with different
appearance and “mood” for each retailer. An
image can be powerful in attracting and satisfying
consumers. It is very important for retailers
to develop and maintain distinct identities to
set themselves apart from competitors. The
retailer’s image should realistically project the
kinds of merchandise and operations it offers for
particular types of customers. Its image of itself
should match the customer’s impression of it.
A retailer’s unique fashion image is formed
by a combination of its merchandise fashion
level, services offered, physical environment,
employees, and promotion. These components
should be carefully combined to project its image
to the public, and should be developed to appeal
to the target customers, 13-11.
The merchandise fashion level is the
emphasis of presenting goods in the early
(introduction or rise) or later (peak and beyond)
stages of the fashion cycle. Prestigious retailers
that target affl uent and fashion-conscious
customers usually offer fashion goods earlier in
the cycle. Discounters emphasize fashion styles
later in the cycle.
Services offered also contribute to the
image. Retailers with an upscale image offer
better services than discount retailers. Higher
price/quality stores might include credit (charge)
privileges, generous return policies, telephone
ordering, home delivery, well-appointed rest
rooms, gift wrapping, in-store restaurants, free
parking, alterations, and jewelry repair. Discount
“bargain” stores might operate strictly on a cash-
and-carry basis, and have limited refund policies.
The appearance of a store’s physical
environment is very important. How stores
please customers’ senses forms an ambiance,
or atmosphere, that has a great infl uence on
fashion image, 13-12. Upscale stores usually
have luxurious surroundings, mid-priced stores
13-11 The outward image presented by this
entrance to a Saks Fifth Avenue branch
store in a resort community appeals to the
upscale customers of the retailer.
Ways Retailers Can Differentiate
from Competitors
Merchandise: variety of choice, quality, fashion taste,
sizes, price, etc.
Value: highest level of merchandise for least amount
of money.
Convenience: easy location, one-stop shopping,
organized store layout, etc.
Services: ample sales help, alterations, personal
shoppers, bridal registries, etc.
Store atmosphere: pleasant, clean, cheerful,
effi cient, or visually dynamic.
Others: advantages change over time as consumer
attitudes change.
13-10 Retailers can use these factors as
advantages over their competitors.
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