Marketing Channel Design Essay Example

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    Undergraduate
  • Page:
    2
  • Words:
    1258

3Marketing Channel Design

Marketing Channel Design

Marketing Channel Design

The retail clothing industry, as with many other industries has undergone the most dynamic of transformations in recent years which have served to change the habitual operations and effected strategies to survive in the very industry. Retail clothing in Australia is prevalent especially with the evolved consumer attitudes towards buying of clothes. Shopping of clothes is no longer viewed as a luxury but as a need to be met. With this in mind business persons have invested in the industry due to its potential and its capability to survive financial mishaps like recession. This paper aims to discuss the opening of a new retail clothes business in Melbourne which offers exclusive professional clothes as its main consumer product for men and women between the ages of twenty five and thirty five years. The success of the retail store is anticipated as the target market is a well established segment in Melbourne which would welcome professional outfits that are tailored to the modern professional and still achieve a unique identity to the individual wearing it.

Melbourne has a high potential for retail clothing business as explicited in the various retail stores found in the region (Hayes, 2014). The retail stores such as Lacquer Clothing and Industrie offer selected clothing products for either men or women and an excess of fashion wear. Being an area with local community attractions and other flourishing businesses such as restaurant and art businesses, Melbourne has the prospective ability to host a chain retail clothing store. The growing economic portfolio of the area only proves that the retail store can expand to other parts of Australia (Hayes, 2014). The introduction of a new business is dependent on the region’s legislation which opportunely allows for the establishment of chain organizations in the area provided they comply with the rules of the government and local authority.

The strategies employable to the new retail store in the entry of the new market in Melbourne include modification of the product to fit the requirement of the market. Being a region that has both old businesses and new businesses growing, the need for professional clothing is essential for the upcoming employees. The new retail store needs to tailor its product design to the wants that office people in Melbourne expect and at the same time develop clothes that are creative enough to gain superiority over the clothing provided by the available stores (Leeflang et al., 2013). A lower penetration price always has a positive effect in introducing the new product to the newly found market and this achieves the effect of attracting consumers and retaining them before choosing to make changes on the pricing (Leeflang et al., 2013).

The broad-spectrum marketing objectives of the retail store would be to principally increase sales by expanding its region of operation and consequently gain a larger market share. Basing on the target market of professional men and women of the ages between twenty five and thirty five, the retail store has to maximize its activities of communication to reach the specific target market. Use of advertisements for instance will have the desired effect on passing the message of the new retail store in the business (Hair et al., 2015). The objective of pursuing local and international markets should be implemented in the search for additional areas that have the potential for sale and market growth.

The targeting of new customers is an objective that ought to be reviewed by the selection of professional men and women as the target market for the new retail store in Melbourne. Building of brand awareness of the retail store products in would be purposeful in ensuring the success of the launch of the product (Huang, 2012). The clothing retail would need to establish a household name and through this knowledge the consumers are bound to be more attracted to the product as a result of familiarity.

The proposal of the retail design includes the following elements which give an approach for the startup of the retail clothing business. The aspects are such as store atmospherics, consumer psychology principles and retail trends in Australia (Das et al., 2013). There is a very strong link between sales and atmospherics (Spence et al., 2014). The environment created in a store has the ability to influence how consumers behave in their purchasing (Varley, 2014). The strategic goals identified are to target the consumers at the ages of twenty five to thirty five. The target market additionally consists of both women and men who are into professional wear. The proposed environment of the retail store needs to appeal to consumers within this age group and provide an atmosphere that is suited to work culture so as to develop consumer attraction and attachment.

Basic atmospheric elements include the layout, the lighting, temperature and color which will greatly determine the experience of the customer in the store (Spence et al., 2014). Fundamental principles of consumer psychology inclusive of reciprocity, information gap theory and the paradox of many choices should be taken into account in the retail design proposal. Reciprocity involves mutual exchange and its application comes in when consumers return one good deed for one that has already been done (La Porte, 2015). The focus therefore of positively engaging customers in the business is needed to be optimistic to appeal to the customer. An assessment of the information gap that exists among customers by evaluating their environment and culture is helpful in the determination of their needs and thus tailor the cloth products in accordance with their expectations (Cummings & Worley, 2014). The products in addition need to be specific in their design so as not to provide the consumer with too many choices which may bring about indecision and contribute to the failure to buy.

The new retail business is expected to be successful in Melbourne following the application of the marketing strategies mentioned above. . The retail store can seek to further expand in Sydney, and additionally introduce a new store in Brisbane. With the continuous evolution of store networks, the store has to focus on innovative technology to manage several networks of stores efficiently and stay competitive in the retail clothes business. The strategy to conform to the wants of the consumer needs in their clothing has to be forefront as this ensures loyalty and thus retention of customers.

Reference List

Corbellini, E., & Saviolo, S. (2014). Managing fashion and luxury companies. Etas.

Cummings, T., & Worley, C. (2014). Organization development and change. Cengage learning.

Das, G., Guin, K. K., & Datta, B. (2013). Impact of store personality antecedents on store

personality dimensions: an empirical study of department retail brands. Global Business

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Hair Jr, J. F., Wolfinbarger, M., Money, A. H., Samouel, P., & Page, M. J. (2015). Essentials of

business research methods. Routledge.

Hayes, S. (2014). Good taste, fashion, luxury: a genteel Melbourne family and their rubbish

(Vol. 5). Sydney University Press.

Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand

equity, and the marketing mix. Journal of Business Research, 65(1), 92-99.

La Porte, T. R. (2015). Organized Social Complexity: challenge to politics and policy. Princeton

Leeflang, P. S., Wittink, D. R., Wedel, M., & Naert, P. A. (2013). Building models for marketing

decisions (Vol. 9). Springer Science & Business Media.

Spence, C., Puccinelli, N. M., Grewal, D., & Roggeveen, A. L. (2014). Store atmospherics: A

multisensory perspective. Psychology & Marketing, 31(7), 472-488.

Varley, R. (2014). Retail product management: buying and merchandising. Routledge.