Retail Store Marketing Proposal
Orange Kingdom is a clothing retail store owned by Between, Inc. It is differentiated from its family brands such as Between and Old Marine, as it gives an upscale image compared to the other two brands, and targets young professional population aged mid twenties to mid thirties both men and women. It provides mid-scale work-to-play casual and business apparel, accessories, and shoes through about 500 stores including factory stores in the United States. It is also gaining market share in Asia, South America, and Europe as well. In this marketing proposal, I would like to discuss three service options to retain and acquire customers.
People have tendency of buying “sets.” When you go to furniture stores, they already have matching sets that are already combined for you so that you do not have to work hard to make them look nice together. Clothing stores have the same strategy through window displays. A lot of people purchase clothes as the display mannequins dressed. It is harder to mix and match the items or find something else to go with a specific item. Also every person has different skin tone, which makes the color combination of clothing a bit of a challenge. Hence, providing styling consult service at a store will be beneficial to acquire new customers.
I grew up in Korea. As you can imagine, most of population in Korea have smaller physique than most of people here in the United States. I am not as petite as general population, so I had to get my clothes altered every time I shopped. The most impressive service the stores in Korea offer is alteration service. It is one way to have factory made clothing to be felt as tailored clothing. In the end, everyone has different body type.
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