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Buying and Merchandising Monsoon

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Buying and Merchandising Monsoon
There is an increasing importance in attracting consumers in a softening retail climate through offering and reflecting what consumers want and need through the brand and their product range, ensuring they are able to maintain a loyal customer while also a ttracting future consumers and staying profitable.
Aim and purpose of report
This report aims to evaluate the success of the two high end, British high street stores
Cos and Reiss‟ day dress ranges for Autumn/Winter 2011, focusing on their day dresses product range. It will be possible to measure the ranges success based upon their ability to meeting their target customer‟s wants and needs.
Objectives
-Analyse the product range comparing and contrasting the two brands.
-To analyse both brands current situation within the UK market through the use of PESTLE,
SPICC, SWOT and the Marketing Mix.
- To compare and contrast the retailers current product offer.
- Analyse how successful each retailer is at identifying and meeting the needs of their customer. - To suggest which retailer will be more successful in terms of sales and profitability.
Methodology
Through conducting observational, interactional and pictorial primary research a clear understanding of the brands, their consumers and the product range of day dresses they offer within their Winter 2011 range has been monitored and recorded. Through secondary research from appropriate online sources, books, texts, journals and published financial data , it has presented a wide understanding of the brands backgrounds, logistics all of which are necessary to achieve a comprehensive insight. Through the information gained through primary and secondary data it provides the opportunity to analyse, apply, compare and contrast the brands and their ranges helping to reach the overall aim of establishing which brands product range is more successful at meeting their customer‟s needs. However there are clear limitations within our research, as we do


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