Department stores
Department stores
Zeïneb CHAOUCH
A department store is a retail establishment preferring wide range of commodities, usually including ready-to-wear apparel, fashion goods, beauty necessities, yard and household goods and further on. Numerous department in which it is divided such as merchandising, advertising, marketing, services, accounting and financial department usually handle it. The first department store in the retailing history was Bennett’s in Derby, it opened in 1734 and it remains in the same building since it’s opening. The origin of department stores is related to the industrial revolution in the 19th century and the growth of a consumer society. A wealthy class was growing, dragging with a constantly changing fashion, which created an enabling environment for the expansion of stores in that area. Today, department stores are mainly part of a retailing chain, usually a main department store is located in strategic area of a big city and the others are all around the city, country or sometimes the world. But we can still find independent retailers.
“ Vision without action is a day dream. Action without vision is a nightmare.” – Japanese proverb. This applies to marketing.
Indeed, establishing a procedure in marketing without planning it in advance will lead to ruin. Before initiation, a plan should be well prepared from it’s begging to its end leaving to chance any step.
For a successful marketing plan the contractors have to initially think about the aim. All factors must be taken into consideration before starting the procedure. JC Penney’s case is a relevant example. When the American department store launched its new pricing strategy consisting in the suppression of discounts, heavy promotions, coupons and replacing it by every day low price. The chief executive underestimated the importance granted by costumers to sale and special discounts, which
Zeïneb CHAOUCH
A department store is a retail establishment preferring wide range of commodities, usually including ready-to-wear apparel, fashion goods, beauty necessities, yard and household goods and further on. Numerous department in which it is divided such as merchandising, advertising, marketing, services, accounting and financial department usually handle it. The first department store in the retailing history was Bennett’s in Derby, it opened in 1734 and it remains in the same building since it’s opening. The origin of department stores is related to the industrial revolution in the 19th century and the growth of a consumer society. A wealthy class was growing, dragging with a constantly changing fashion, which created an enabling environment for the expansion of stores in that area. Today, department stores are mainly part of a retailing chain, usually a main department store is located in strategic area of a big city and the others are all around the city, country or sometimes the world. But we can still find independent retailers.
“ Vision without action is a day dream. Action without vision is a nightmare.” – Japanese proverb. This applies to marketing.
Indeed, establishing a procedure in marketing without planning it in advance will lead to ruin. Before initiation, a plan should be well prepared from it’s begging to its end leaving to chance any step.
For a successful marketing plan the contractors have to initially think about the aim. All factors must be taken into consideration before starting the procedure. JC Penney’s case is a relevant example. When the American department store launched its new pricing strategy consisting in the suppression of discounts, heavy promotions, coupons and replacing it by every day low price. The chief executive underestimated the importance granted by costumers to sale and special discounts, which