Research On Management Of Garments Retailing

By the close of the twentieth century, garments retailing was going through dramatic upheavals. While the brick-and-mortar operations still account for the lion's share of consumer sales for garments merchandiser, they were continuously challenged by the increasing business realized by off-site ventures. Catalog sales continued to soar; Web-based business-to-business and business-to-consumer communications and commerce have grown; mass customization is now a reality; and retailing ventures continue to expand.The first decade of the twenty-first century seems to be very difficult for merchants, especially those in the field of garments. Competition is so fierce that only the fittest will survive. It is a time when tried-and-true practices that companies once used to be profitable may be insufficient, and merchandising innovation will separate the winners from the newcomers. All companies will require imagination and expertise they can muster to be successful.The thesis presents a wealth of theoretical and practical information of today's retail environment. Past practices that are still relevant today are fully explored, as are the innovative concepts that have become part of the garments retailer's world. The thesis discusses the major issues of marketing mix: place, product, price and promotion and explains how these elements are applied in the field of garments retailing. It states the great power of pricing, makes a research on the relationship between price and value and points out how to map benefits versus price - as the customer sees them.