Merchandising retailer
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Marshalls originated in 1956 in Boston, Massachusetts. It carries branded apparel, footwear, and accessories at prices 20-60% below traditional department stores. Stores are typically located near attraction sites or in shopping plazas. Marshalls aims to stay up-to-date with the latest fashion trends while keeping prices low through a mix of branded and unbranded apparel, shoes, and accessories.
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Suggestions regarding choice of location and competition factors
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Merchandising retailer
- 2. RETAILER HISTORY & FACTS Originated 1956 in Boston, Massachusetts Original store size average from approximately 31,000 square feet. Stores carry branded apparel, footwear and accessories at prices 20-60% below traditional department store prices.
- 3. TARGET MARKET Geographic … Demographic … Product Benefits Marshalls makes sure to stay up to date with the latest trends
- 4. STOREIMAGE Marshalls has always had the same look.
- 5. COMPETITION S.W.O.T Strength-The style of clothes, great clearance Weakness-Repeated style Opportunity-Surrounded by attraction sites Threats-Other trendy retail stores lower prices Ross, Burlington, Target ect.
- 6. PRODUCT STRATEGY OF THE STORE Assortment Breadth Extending the target market Assortment Depth Expanding the package of services Product Mix Type of merchandise-clothing, accessories, home décor
- 7. PLACE STRATEGY Locations usually take place in the areas of attraction sites or plazas. Example: Marshalls in Cranes Roost of Orlando, FL Store Front Plain and simple blue logo of the name with a simple background color.
- 8. PEOPLE STRATEGIES Employees must be at least 18 years of age with an experience of working with people. Computer skills Communication organization The age group usually runs from the ages of 21 and up, commonly. Hiring practices: Application, interview, then training (if hired).
- 9. PROMOTIONAL STATEGY Advertising Billboards Commercials Online ads Slogans “Never pay full price for fabulous” Stores carry branded apparel, footwear and accessories at prices 20-60% below traditional department store prices.
- 10. COMMERCIAL
- 11. MERCHANDISING WITHIN RETAIL Product Mix is 75% Apparel and 25% Miscellaneous Designers TJX Companies, Inc. Name of the Product labels Clothes, shoes, stylish look, classy look.