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Analyzing Retail Concept Store: Excelsior

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Analyzing Retail Concept Store: Excelsior
Analyzing Retail Concept Store:

EXCELSIOR

By: Cheryl Angeline Sumeleh Kosova Olga Leinuo Zhang Wan Le

Master Fashion Buying 12/13 1

Content

Concept………………………………………………………….…..3 Market Segmentation………………………………...3 Customer Target……………………………………...4 Marketing Mix………………………………………..6 Competitors………………………………………….22 SWOT- Analysis…………………………………….23 Merchandising Mix………………………………….25 Display……………………………………………....34 Conclusion ………………………………………….35 Questionnaire………………………………………..36 References………………………………………...…37

2

Concept
Excelsior Milan is an innovative space that mixes and combines fashion, technology food and design. The shopping experience it offers aims to be cross-genre, choosing less well known brands and always putting the focus on excellence. The ambition is for it to become a place to socialize, somewhere to meet people, to buy things that satisfy you, to choose a sophisticated take-away to take back to your office or home that evening – somewhere to do high-profile shopping. Excelsior is a place full of energy, a floating series of inspirations and ideas. The influential boutique ANTONIA floors are surely a fashion lover’s playground, dedicating fashion womenswear, menswear and accessories to their customers. “The most important thing at the moment is to have a real mix on the inside of all happy things, not just expensive things” said Antonia Giacinti, well – known to mix


References: 1. 2. 3. 4. 5. 6. 7. 8. 9. NYTimes.com Vogue.it http://www.vogue.it/en/magazine/daily-news/2011/09/opening-coin-excelsiormilan http://www.excelsiormilano.com http://www.modemonline.com/fashion/mini-web-sites/multilabelstores/references/5729-excelsiormilano http://www.modemonline.com/fashion/mini-web-sites/multilabelstores/references/5729-excelsiormilano http://www.vogue.it/en/shopping/where-to-shop/2012/06/sales-at-excelsior https://instruct1.cit.cornell.edu/courses/cuttingedge/lifeCycle/03.htm http://www.vogue.it/en/shopping/where-to-shop/2012/06/sales-at-excelsior 10. http://en.wikipedia.org/wiki/Pricing_strategies 11. http://themarketingspot.com/2009/08/breadth-vs-depth.html   37
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