Essay
BTEC BUSINESS LEVEL 3 UNIT 31 FASHION RETAILING M1,D1
- Module
- Unit 31 - Fashion Retailing
- Institution
- PEARSON (PEARSON)
BTEC BUSINESS LEVEL 3 UNIT 31 FASHION RETAILING M1,D1
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Unit 31 – Fashion RetailingAnalysis on how the characteristics of diferent target
markets inflence the retail service policies of the THREE
diferent retailers
In this task, I will be explaining the characteristics of the market of
three fashion retailers of my choice which are YOURS, Topshop and
PRADA.
There are many way in which ASOS uses their retail policies attract
their target market. Their target audience are teenagers between
the ages 13-25. Young people have busy lives and they have limited
time to deal with poor customer service. Topshop has many stores
in the UK, however provide an exceptional service when it comes to
their online operations. Topshop have many features and attributes
on their online store which attracts their target audience. For
example, on their page, they have a “new in” section which informs
customers what they latest fashion is and the price it comes at. In
addition to this, on some of the items there is a trending icon to
show which ones are the most popular and what celebrities are
wearing. By doing this, it makes the customers feel like they have to
purchase the items because it is trending or that’s what their
favourite celebrity is wearing.
Topshop ofers a 1 month return policy – the item has to be in good
condition and it must come with a receipt. In comparison to other
retailers this is a lot of time to return a product. They have a long
return policy because they are aware that teenagers have busy lives
and tend to forget easily due to their overwhelming schedule which
consists around education, work, family and social life. This shows
that Topshop understands the demographic they are targeting and
have thought about their policy well as they have come up with
reasonable return policy. They could have made the return policy 14
days or less however they are infuenced by their target market and
the needs of their customers. In addition to this Topshop have a
Topshop Card. This card ofers customers rewards every time they
shop. For example, customers get 15% of when they spend £80 or
more in a single transaction. Also they get Birthday Treat if they
have used the Topshop Store Card and are due to receive a Topshop
Card statement during your birthday month. On top of this they get
10% student discount. Topshop have used these strategies to
attract their demographics because they are aware that they like
things with discount and ofers and by doing this, they are reluctant
to come back.
, Unit 31 – Fashion Retailing
Yours’ target audience are women aged 30+ who are plus-sized and
are mums or young adults. They are typically interested in gossip
and reality shows. Yours attract their demographic by things such as
free delivery and free returns. They are aware this would attract the
demographic as some of them are mums who are busy and haven’t
got much time on their hands. They know that free delivery will
make the target market happy and that they will be grateful for it. In
addition to this, Yours keeps their website simple and easy to use as
they are aware that women of that demographic fnd it difcult at
times to use the internet. As well as that, on Yours’ website there is
online chat helpline for those who have queries about the online
shop or about the company itself. Yours tries to communicate with
their customers through social media but it’s not as hands on as
some other companies because their target market do not use social
media religiously as some other demographics do. Yours have
created a hashtag called “THISISYOURS” where customers can post
their outft which features Yours products. This creates social
interaction and a bond with their customers.
Yours are infuenced by customers’ retail policies. They are a
discount retailer who target audience are predominantly mothers
who have a budget constraint. They use customer service to attract
their customers. For example, on their window shop, they use plus-
sized mannequins instead of skinny mannequins. This is a very
efective customer service because Yours are refecting what they
want their customers to see. It displays a subliminal message to
their plus-sized demographic which indirectly makes them aware
that they too are desired. This theme is demonstrated throughout
their whole store. They online use posters of plus-sized models and
online hire plus-sized people. Yours have showed that they can be
infuential when targeting their customers by using the right tactics
and as a result of that has made their target audience feel desired.
Overall, all three brands store are heavily infuence by their
customers’ requirements and everything they do is towards their
satisfaction and contentment. They take delight in knowing that
their customers are pleased with their products and customer
service
Prada is a high brand company which are rarely found in highstreets
expect in Bond Street, Westfeld etc. Prada’s marketing strategy will
not only target their preferred customer, they will ensure that their
marketing reaches beyond their intended audience; those who are
not their target market. This strategy supports elevating their brand
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