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Fashion Review
1. What must retailers do if research shows
that their chosen market is not being
satisfi ed?
2. Who are retail managers referring to when
they talk about “their customer?”
3. Describe rational behavior.
4. Why can retailers no longer count on higher
sales and profi ts by just opening new stores?
5. What is meant by merchandise fashion
level?
6. Why might it be necessary or desirable to
change a retailer’s image?
7. What is a company’s product mix?
8. How do retail space and inventory costs
relate to breadth and depth of merchandise
assortments?
9. Summarize what is meant by the “right price”
for a product.
10. What attributes do retailers usually have who
use a prestige pricing policy?
11. Give at least fi ve reasons why some retailers
might be able to adopt a price cutting policy
of pricing below the market?
12. How have some downtown areas tried to
revive their appearance and safety?
13. What are vertical shopping centers?
14. What is meant by the statement that
shopping centers and malls have reached
their saturation point?
15. What is the meaning of market coverage?
16. What is the basic objective of good interior
store design?
17. Name four types of sales promotion
activities.
18. Contrast the needs satisfi ed when shopping
in past years with recent trends in shopping.
19. Name three ways retailers can provide
shopping effi ciency for customers.
20. What is meant by “joint cross marketing” of
the entertainment and retail store segments
of malls?
Fashion in Action
1. Pick a prominent local retail store. Write a
report that identifi es the store type (department
store, specialty store, etc.) and explain where
the store has positioned itself in the consumer
market. Illustrate the report with a chart (similar
to Figure 13-1) that provides a defi nition of
the store’s target market, differentiation from
competitors, and specifi c marketing mix blend.
2. Hypothetically defi ne what you think the target
market customer characteristics might be for
one of the following: upscale department store,
chain department store, discount store. Make
a chart showing what you think the following
general characteristics might encompass: age
range, gender, family structure, income range,
education level, typical occupations, lifestyle/
hobbies, geographic locations of homes or
apartments, attitudes, and types of advertising
that would bring the best response.
3. In a small group, prepare an oral report for
the class that explains the four main types of
competition discussed in this chapter. Name
two specifi c companies in each category and
explain why they compete in the way you
have them categorized. How do you think
they could differentiate themselves better
from their competitors?
4. In 13-15, showing different stock assortment
strategies, options A, B, and C each have
the same amount of total inventory (count
the squares to check that out!). With two
classmates, redraw the diagrams on a
larger scale. Fill in the squares with names
of categories of apparel, as well as specifi c
items, colors, sizes, and any other information
you feel helps to explain the concept. For
each different inventory approach (A, B, and
C), tell what type of retailer would probably
use that type of assortment strategy and, if
possible, name an actual store of that type
that exists in your local area.
5. With another student, formulate the place
strategy for a certain fi ctitious retailer that
is about to move into your area. Prepare a
report that explains what you believe would
be best for the retailer concerning each of
the following: site location, type of store
cluster, type of market coverage, and exterior
and interior facility design features.
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