For this Assesment for my Fashion Retailing class I would need to apply the concepts discussed in the “Levy, Retailing, Management 10e Book.” I need to act asI am the manager of BVULGARI and make an analysis of the company answering the questions I will write below. The Essay couldhave the questions written and then the answer or follow a more formal structure of an essay and use the questions as headings/subheadings.
Structure Guidelines:
10 pages or more.
Do not use the following pages MBASkoolTeam or Marketing91.com.
Do not use sources written by other university students.
No sentences fragments or bullet points.
Tables/charts/graphs or (SWOT matrix, https://www.mindtools.com/pages/article/newTMC_05.htm) can be used as needed but as a suplement to the paper, not subtitute for writing.
This essay must have one-inch maegins, double-spacing and number in the pages.
Font size 12, Arial or Times New Roman
Include proper in-text citations or footnotes if any external sources are used (even the textbook) and in APA.
Create a separate Bibliography page of all sources of information used with APA format.
This assesment should not be composed of analyses and quotes from other sources!
Doing research is fine, but other people’s thinking is not. Also do not just cut and paste from your brand’s website and say that is the answer to a question (copy and pasted from the actual instructions).
Essay Instructions:
Name the Fashion Retailer (in this case is BVULGARI) and explain why this could be a good brand to analyze as a fashion retail.
Identify and thorougly explain the fashion retailer’s complete retail mix to include the retailer’s:
Merchandise Mix, including categories and brand alternatives
Pricing, including strategies and techniques
Locations, including types
Customer Service, including offerings and delivery methods
Communications mix, including new and traditional elements (Store & design are excluded are excluded for this question even though they are part of the retail mix).
3. Identify one of your fashion retailer’s direct (intratype) competitors and one indirect (intertype) competitors.
Compare and Contrast each competitor’s entire retail mix to your retailer. (You can use a chart if desired for simplicity).
Examine the strengths, weaknesses, opportunities and threats of all three of the chosen retailers. This can be shown in either a SWOT matrix for each retailer or written in paragraph form.
4. What are logical growth opportunities for your fashion retailer? (https://bizfluent.com/info-7748386-growth-strategies.html). Identify and describe two different opportunites the company should consider and thoroughly explain why it would be beneficial to the brand.
5. Analayze and evaluate your brand’s physical store layout and design (which means actually visiting the store), or evaluate their full e-commerce site (not instagram, etc. I mean their webpage.
What method(s) has the retailer used for organizing and presenting merchandise in either their store or website?
What does the store or website look like?
– For physical stores, make sure you state the location type and then analyze items such as types of fixtures used, the store layout, interior and exterior signage, and ambiance/mood (color, scent, lighting, music, etc.) (Boston)
– For online, analyze and examine things such as coloring, text fonts/sizing/color, different types of imagery utilized, fixtures/models, and any online ambiance/mood utilized.
How does the store or website highlight sales promotions?
What options do they have available for merchandise delivery (i.e. shipping options, in-store pick-ups, local deliveries, etc.) What are the fees (if applicable) for such services?
What customer service options are available either in-store or online? Evaluate both the types of services offered (i.e. personal shopping, alterations, etc.) and how they deliver the services (i.e. instant chat, email, by appointment, etc.)
Recommendations:
If you are analyzing their website, what improvements need to be made? Give at least 3 solid recommendations with reasoning for each.
If you are analyzing a store, what improvements need to be made? Give at least 3 solid recommendations with reasoning for each.
6. a) How is the pandemic affecting your fashion retailer? (i.e. take a look at things such as stock prices, company communications – especially PR, sales promotions, etc. both pre-pandemic and current).
b) How well do you think this company will be able to re-bound from the pandemic? Be sure to provide detailed, quantified information to back up your response, not provide just a straight opinion response. (20% of grade)
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