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Question: Describe the changing role of physical stores within omni-channel fashion retailing. Use fashion retail examples to support your answer.

04 Oct 2022,4:22 PM

 

SECTION A

1. Compare and contrast the fashion marketing mix of two fashion or beauty brands/retailers, one must be predominantly offline/instore and the other should be an online only brand. Use the 4Ps to explain and structure your answer. Use relevant examples to support your
discussion. (100 marks)

 

SECTION B

1. Select one micro-environment factors such as suppliers, competitors, or consumers, and discuss how it impacts on the pricing strategy of a fashion brand or retailer of your choice. Use an example from the fashion or beauty industry to illustrate your answer. (100 marks)

2. Describe the changing role of physical stores within omni-channel fashion retailing. Use fashion retail examples to support your answer. (100 marks)

3. Describe the marketing communications mix of a fashion or beauty retailer of your choice and how it meets the needs of their target
consumer group. You should use relevant examples use fashion or beauty industry examples to support your answer. (100 marks)

Expert answer

 

Omni-channel fashion retailing is defined as a seamless, integrated approach to shopping that offers consumers a consistent experience regardless of how or where they choose to shop. This type of retailing requires retailers to have a strong online presence, as well as brick-and-mortar stores.

 

One of the biggest challenges for fashion retailers is creating a cohesive omnichannel strategy that meets the needs of today's consumers. In order to succeed, retailers must offer a convenient, personalized shopping experience that allows customers to shop how, when, and where they want.

 

A recent study by Accenture found that 86% of shoppers are willing to pay more for a better omnichannel experience. This means that fashion retailers must focus on creating a seamless shopping experience that meets the needs of their customers.

 

One way that fashion retailers are meeting the needs of omnichannel shoppers is by offering buy online, pick up in-store (BOPIS) options.........

 

This allows customers to shop online and then pick up their purchases at a nearby store, which is convenient for those who live in urban areas where traffic and parking can be a challenge.

Another way that retailers are meeting the needs of omnichannel shoppers is by offering ship-to-store options. This allows customers to order items online and have them shipped to a nearby store for pick-up. This is convenient for those who do not live near a retail store or for those who want

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