Internal Scan
Contents
Internal Scan 2
Product 2
Value 4
Communication 4
People 5
Place 6
Traffic Analysis 7
Traffic Count: Fairweather 7
References 8
Internal Scan
An internal scan is conducted in order to identify if the five factors of the retailing mix: product, value, communication, people, and place are present, and if they are working together in a way that it benefits a specific retailer. The purpose of this report is to determine if Fairweather’s retailing mix includes all five factors and if their specific mix is appropriate for them in regards to their female fashion department.
Product
Fairweather carries a variety of female merchandise categories which consists of: dresses, tops, sweaters, jackets and coats, denim, pants, shorts, and skirts; however the number of assortment choices will vary depending on the merchandise category. Furthermore, Fairweather has a stronger emphasis on dresses as they carry a broader assortment of dresses, which at the Scarborough Town Centre location alone, has over one hundred different dresses a consumer could choose from. In comparison to their denim category, only a few items could be found. In addition, Fairweather does not carry any single item in depth. This means that there is not a large quantity of any single particular item in stock in which consumers can choose from when frequenting Fairweather.
Below is a chart that shows the different merchandise categories Fairweather stocks; however it is important to note that even though it may seem there are only a few subcategories present within each merchandise category, the assortment, or the number of stock keeping units (SKUs) within each category is not directly related. Meaning, although the dress merchandise category only has three subcategories in comparison to the merchandise category of tops, within the store itself, there are significantly more SKU items for dresses than tops.
Merchandise Category
Subcategories
Dresses
Day Dresses
Party/Cocktail
Maxi
Tops
Basics
Internal Scan 2
Product 2
Value 4
Communication 4
People 5
Place 6
Traffic Analysis 7
Traffic Count: Fairweather 7
References 8
Internal Scan
An internal scan is conducted in order to identify if the five factors of the retailing mix: product, value, communication, people, and place are present, and if they are working together in a way that it benefits a specific retailer. The purpose of this report is to determine if Fairweather’s retailing mix includes all five factors and if their specific mix is appropriate for them in regards to their female fashion department.
Product
Fairweather carries a variety of female merchandise categories which consists of: dresses, tops, sweaters, jackets and coats, denim, pants, shorts, and skirts; however the number of assortment choices will vary depending on the merchandise category. Furthermore, Fairweather has a stronger emphasis on dresses as they carry a broader assortment of dresses, which at the Scarborough Town Centre location alone, has over one hundred different dresses a consumer could choose from. In comparison to their denim category, only a few items could be found. In addition, Fairweather does not carry any single item in depth. This means that there is not a large quantity of any single particular item in stock in which consumers can choose from when frequenting Fairweather.
Below is a chart that shows the different merchandise categories Fairweather stocks; however it is important to note that even though it may seem there are only a few subcategories present within each merchandise category, the assortment, or the number of stock keeping units (SKUs) within each category is not directly related. Meaning, although the dress merchandise category only has three subcategories in comparison to the merchandise category of tops, within the store itself, there are significantly more SKU items for dresses than tops.
Merchandise Category
Subcategories
Dresses
Day Dresses
Party/Cocktail
Maxi
Tops
Basics
References: Levy, M., Weitz, B., Beattie, S., & Watson, D. (2011). Retailing Management. McGraw-Hill Ryerson. Patone. (2014). Fashion Color Report Spring 2014. Retrieved from Patone: http://www.pantone.com/pages/fcr/?season=spring&pid=3&year=2014