Retail Management: Defining a Retail Strategy


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  • Rugby’s stores are set up with a very “homey” feeling for a unique shopping experience. The store feels very chaotic, especially because the clothing is very mismatched with loud colors and patches. Instead of there being one large room, normally the store is divided in to several small rooms. This allows the shopper to focus more on what exactly is in each room because there is quite a bit to look at. When going through the store you feel like you are more on a shopping journey going from room to room instead of just wandering around one main floor.
  • Here are some more photos to get a feel of the Rugby culture they are trying to transmit.
  • Brooks Brothers – one large room, very organized and color-coordinated
  • Clearly there is a difference between the store layouts. Above is a comparison of the two stores.
  • customer servicesBrooks Brothers – very attentive, works with you for right fit and right sizesRugby- more laid back, help when you ask for it
  • Rugby has many promotions. There is always a part of the online store/brick and mortar store with a sale section. In addition they offer a student discount which is an incentive for their target market.
  • Their advertising very much reflects the look of their stores. Simplistic and classy. We call this the “Connecticut Prep”
  • Write down information from this slide and then we can the picture – discuss brooks cards and platinum cardBrooks Brothers- clean “Americana” ads with a rewards program
  • Retail Management: Defining a Retail Strategy

    1. 1. Defining a Retail StrategyAlex Glazer, Mary Halpin, Elise Drake
    2. 2. Rugby
    3. 3. Brooks Brothers
    4. 4. Rugby Store DesignOrganized Chaos, Fun and Youthful Atmosphere
    5. 5. Store Design
    6. 6. Brooks Brothers Store DesignClassy, Clean lines, Color coordinated
    8. 8. Customer Service
    9. 9. Advertising/Promotions
    10. 10. Advertising/Promotions
    11. 11. Promotions
    12. 12. Brooks Brothers – new age
    13. 13. Promotions
    14. 14. BB Competitive Advantage• For nearly two centuries, Brooks Brothers has tailored the wardrobes of countless presidents and politicians, actors and entertainers, authors and business leaders. When Brooks Brothers opened its first store in 1818, the only way to obtain clothing was to have it custom made. It wasnt until the mid 1800s that Brooks Brothers introduced the "Ready Made" suit to America but even then, our most discerning customers still demanded that garments be made individually for them. Today, we continue that tradition by offering a wide range of Special Order programs to our customers. Whether you are looking for a greater range of colors, patterns, or fabric qualities, or if you have a specific model in mind, or you appreciate certain options and details not found in most in stock garments, Brooks Brothers can create a garment for you to fit your needs.
    15. 15. BB Competitive Advantage• High retention rate? What % of customers have Brooks Brothers card/platinum card… We feel that the company has many VIP customers that are loyal to the brand