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Summary Unit 31: Fashion Retailing - Assessment
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Unit 31: Fashion Retailing - Assessment
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Unit 31: Fashion Retailing - AssessmentAssignment 1
For P1, learners will be expected to identify two different fashion retailers and to explain the
characteristics of the target markets for each, using the market segmentation characteristics listed in
the unit content. This can be achieved in a number of ways and it is a matter of choice whether
market characteristics are identified first and then retailers catering for them are researched, or
whether particular fashion retailers are chosen and then their target markets are identified. Learners
must ensure that they do not choose retail outlets with identical or very similar markets.
P2 requires learners to explain the policies adopted by two different retailers in terms of their retail
service offer. This can include explanations of ambience, customer service level, price range, etc.
They must give two different examples and should be guided to identify retail outlets with
contrasting target markets. Learners will benefit from keeping to the target markets identified for
P1. It would help learners if they choose examples which will also allow them to develop more
evidence for M1 and D1.
For M1, learners must analyse how the characteristics of their target markets influence the policies
(described in P2) of two of the retailers chosen for P1. Learners should produce evidence of
understanding the rationale linking the retailers’ adopted policies, in terms of the retail offer made,
and the target market(s).
For D1, learners must show that they have evaluated the way in which one of their chosen fashion
retailers for P1 has identified a particular characteristic of its target market and adapted its policies
in response. This may be a characteristic of its existing market that has changed as a result of social
or economic change, or it may be that the retailer has identified a new or extended market that
requires an adaptation of its existing policy. Learners might, for example, look at how the fashion
ranges of a department store have responded to a change in the age or social profile of its market,
or how a multiple retailer has adopted a new image in order to attract a new market, or how a niche
retailer responds to changes in the fashion tastes or buying habits of its core customers. These are
only examples and are not intended to be a definitive list.
Assignment 2
To achieve P3, learners, will need to describe the factors that influence an identified fashion trend.
For P4, learners need to describe two different fashion trends and to describe, with an example for
each, how these impacted on the retail services that are (or have been) offered.
For M2, learners need to compare the two different fashion trends discussed in P4 in terms of their
impact on retail services.
Assignment 3
P5 requires learners to explain the image of a chosen fashion retailer and how it meets the needs of
its target market.
For P6, learners must explain three differences between fashion retailers catering for a niche
market (for example a high-end shoe boutique or a surfwear shop) and those catering for a mass
market (such as Topshop or Marks & Spencer).
M3 requires learners analyse how a chosen fashion retailer has developed its image to be
compatible with the characteristics of its target market and how its product range contributes to
that image whilst meeting customer needs. The analysis should clearly identify the relationship
between the market characteristics, the product range and the retail image, showing what links
them together.
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