FSD2025 - RETAIL MARKETING AND

MANAGEMENT

Module: 2 – Retail Marketing Strategy

Retailing and marketing, need for a strategic approach, concepts of

marketing, marketing vs. selling, marketing management tasks,
marketing environment of the company, retail strategies for fashion
brands, retailers classified by marketing strategies.
 RETAILING AND MARKETING

• Retail is the sale of goods and services from businesses to an end

user (called a customer).
• Retail is a market storage tower that sells directly to the
consumer.
• There are many different approaches and strategies retailers can
use to market their goods and services.
• Retailing is the product will sell in the shops. Marketing is the
product has to sell in door steps.
 RETAILING AND MARKETING

• Marketing means of ensuring consumer awareness of product

and product by definition would include a retail (er).
• The definition of marketing is the "management process through
which goods and services move from concept to the customer,"
according to the Business Dictionary. It includes the commonly
referenced "Four P's of Marketing", which consists of product,
place, price, and promotion factors.
• Marketing is a field dedicated to raising product awareness and
persuading people to choose a specific product over several
competing goods.
Retailing And Marketing

Kavya.J
19BFD1013
Retailing
 Retailing is the distribution process of a retailer obtaining goods
Retailing or services and selling them to customers for use. This process is
explained through the supply chain.
What is supply chain?
 A supply chain is a process the occurs
between companies and suppliers in order to
distribute products to end users.
 Retailers must understand their supply chain
to ensure they receive the right products at an
affordable price within a reasonable
timeframe.
 This is what a basic supply chain looks like
from start to finish:
1. Manufacturers and Wholesalers
2. Retailer
3. Consumer (end user)
 Main features
 Sale to the final consumer – The most
important characteristic of retailing is that it
involves the sale of the product or service to
the final consumer.
 Various channels – In retailing the goods and
services can be sold either in person, through
mail, through telephone, through vending
machines or the internet.
 Small order size – The order size handled by a
retailer is much smaller as compared to the
wholesaler.
 Large number of orders – The retailer handles
a large number of orders.
 Wide variety of customers – The retailer
handles a wide variety of customers.
 Keeps a large assortment of goods – The
retailer keeps a wide variety of goods.
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Why retailing is important to the national
economy?

A big part of our personal The level of retail sales indicates It is a major source of
income is spent on retail goods. the consumer’s purchasing employment.
power, thus it becomes the basis
for determining the economic
status of the people of a
country.

9
Why retailing is important to the national
economy?

It adds value to the product It accounts for a major portion Taxes from retail store add
because it creates time, place of marketing costs. income to our national
and possession utility. treasury.

10
Marketing
 Marketing refers to activities a company undertakes to promote
Marketing the buying or selling of a product, service, or good.

04/20/21
12 ADD A FOOTER
 B2B and B2C Marketing
The two major segments of marketing are business-to-business (B2B) marketing and business-to-
consumer (B2C) marketing.

B2B marketing B2C marketing

 B2B (business-to-business) marketing refers to any  B2C (Business-to-consumer) marketing, refers to
marketing strategy or content that is geared towards a
business or organization. Any company that sells the tactics and strategies in which a company
products or services to other businesses or promotes its products and services to individual
organizations typically uses B2B marketing strategies. people.
 Examples: Major equipment, Accessory equipment,  Traditionally, this could refer to individuals
Raw materials, Component parts, Processed materials, shopping for personal products in a broad sense.
Supplies, Business services.
The marketing mix
 A marketing mix is a foundational tool used to
guide decision making in marketing.
 The marketing mix represents the basic tools
that marketers can use to bring their products
or services to the market. 
 The 4Ps: The traditional marketing mix refers
to four broad levels of marketing decision,
namely: product, price, promotion, and place.
Product Pricing
The product aspects of marketing deal with the This refers to the process of setting a price for a
specifications of the actual goods or services, and product, including discounts. The price is the cost
how it relates to the end-user's needs and wants. that a consumer pays for a product—monetary or
The product element consists of product design, not.
new product innovation, branding, packaging,
labeling.

Place (or distribution) Promotion

This refers to how the product gets to the This includes all aspects of marketing
customer; the distribution channels and communications; advertising, sales promotion,
intermediaries such as wholesalers and retailers including public relations, personal selling,,
who enable customers to access products or branded entertainment, event marketing, trade
services in a convenient manner. shows and exhibitions. It is focused on providing
a message to get a response from consumers.
 NEED FOR A STRATEGIC APPROACH

• Retail Strategy – A retail strategy would mean a clear and

definite plan that the retailer outlines to tap the market and
build a long-term relationship with the consumer.
A sound retail strategy should:
• Serve as a framework for decisions or for securing
support/approval.
• Provide a basis for more detailed planning.
• Explain the business to others in order to inform, motivate &
involve.
• Assist benchmarking & performance monitoring.
• Stimulate change and become building block for next plan.
NEED FOR A STRATEGIC APPROACH
NEED FOR A STRATEGIC APPROACH
 NEED FOR A STRATEGIC APPROACH

What is a Strategic Plan?

•Entrepreneurs and business managers are often so preoccupied
with immediate issues that they lose sight of their ultimate
objectives.
•That's why a business review or preparation of a strategic plan is a
virtual necessity.
•This may not be a recipe for success, but without it a business is
much more likely to fail.
MARKETIN
G
CONCEPTS
 MARKETING
Marketing refers to activities a company undertakes to promote the
buying or selling of a product or service. Marketing includes
advertising, selling, and delivering products to consumers or other
businesses.

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MARKETING CONCEPTS

✗ The Production Concept

✗ The Product Concept
✗ The Selling Concept
✗ The Marketing Concept
✗ The Societal Marketing

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PRODUCTION
CONCEPT
✗ The production concept is the most
operations-oriented concepts . It speaks to
the human truth that we prefer products
that are easily available and inexpensive.
✗ This concept was founded during the
production era of early Capitalism in the
mid-1950s. During that era, businesses
concerned themselves primarily with
production, manufacturing, and efficiency
issues. This is also the time when the
“Says Law” was created and the idea of
supply and demand.

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PRODUCTION
CONCEPT
✗ The basic idea of this concept is
that businesses will want to produce
widely cheap products in maximum
volumes to maximize profitability
and scale. Businesses assume that
consumers are primarily interested
in product availability and low
prices while customer’s needs
might not be fully addressed. Such
an approach is probably most
effective when a business operates
in very high growth markets or
where the potential for economies
of scale is significant.

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PRODUCTION
CONCEPT
✗ The problem with this concept is
that businesses run the danger of
not creating quality products and
might have customer service
problems with impersonal
production. 
✗ Example of this is the use of
developing country to output
cheaper products in higher
quantities. Another historical
example is Ford automobiles that
manufactured a ton of cars through
its assembly line but all came out
the same without customizations or
user input. 25
PRODUCT CONCEPT

✗ The product concept is not so much about the production and business
output but focuses more on the customer.
✗ Potential customers favor products that offer quality, performance, or
innovative features.
✗ This marketing concept believes in potential customers and how their
brand loyalty is closely tied to options of products, the quality of those
products and the benefits they get from the product and the business they
invest in.

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PRODUCT CONCEPT

✗ In this marketing concept, businesses will concentrate on making superior

products and improving them over time. The problem is many businesses
do not balance the need for a product all while realizing what the
marketing needs.
✗ This is seen most commonly with our obsession with Apple products and
looking forward to their new gadgets and features upon launch!

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28
SELLING
CONCEPT
✗ The selling concept is the bread and
butter of marketing efforts as it believes
that people will not buy enough of a
business’s product so businesses need to
persuade them to do so.
✗ In today’s marketing, we know that
selling is not the way to full marketing
success. We find this marketing concept
popular in the days of WWII where there
was aggressive advertising to promote
people to buy bonds and different
products.

29
SELLING
CONCEPT
✗ This concept puts a lot of power into the
hands of a business who has a whole plan
to effectively stimulate more buying with
its potential customers. A lot of the time
we also see this action used when a
business has to deal with overcapacity
and needing to sell what they make rather
than what the market needs or wants.
✗ Businesses that choose to use this
marketing concept must be good at
finding potential customers and
emotionally sell them on the benefits of
their “not needed product.”
✗ Eg)Life insurance, Time shares

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THE MARKETING CONCEPT

✗ The marketing concept is the concept of competition. It is a marketing

concept that believes that the success of a business depends on the
marketing efforts that deliver a better value proposition than its
competitors.
✗ This concept focuses on the needs and wants of target marketing as well
as delivering value better than its competition. Through marketing, it’s
your goal to be the preferred option compared to your competitors.
✗ We find typically this in the 1950s era of companies trying to carve
themselves out in the industry. We also can look at modern-day
competition between Pepsi and Coke who sell similar items but their
value propositions are completely different!

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THE MARKETING CONCEPT

✗ Pepsi: Focuses on winning over the younger generations

✗ Coke: Focuses on winning over everyone in a more holistic approach!

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SOCIETAL
MARKETING
CONCEPT
✗ The societal marketing concept is the
most progressive and modern-day
applicable marketing mindset to have. It
is a marketing concept that believes in
giving back to society by producing better
products that help the world be a better
place.

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SOCIETAL
MARKETING
CONCEPT
✗ For example, McDonald’s and other fast-
food restaurants and not really getting this
“societal marketing thing…” Most fast-
food companies offer tasty but unhealthy
food. (The bane of our existences)
✗ The food typically will have high fat
content and will then supplement those
meals with fries, pies and soda which also
are not healthy choices either. The food is
then wrapped in convenient packing
which most times ends up on the ground
somewhere as waste.

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CONCLUSION
✗ All of these marketing concept
mindsets help to achieve organizational
goals depending on needs and wants of
target market while delivering quality
products people prefer.
✗ Under the marketing concept, customer
focus and value are the routes to
achieve sales and profits.
✗ The marketing concept is a customer-
centered “sense and responds”
philosophy. The job is not to find the
right customers for product but to find
the right products for customers.

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Marketing vs Selling
-Deekshana.G
-Deekshana.G
 Selling definition:
It is a short term procress about giving a companies product to a
customers, then customer are then persuaded by various details about
the product to make the customer purchase the product produced by
the company. Selling is a minute part or a segment in the vast sea of
marketing.

Example: In our home often a salesman visit us only to sell the

product ignoring our satisfaction.
 Marketing
definition:
It’s a long term procress where customer satisfaction and priority is
the main focus and all the gains are earned through this method. If this
method is done right and the customer delivers it right the company
will be a huge success and have a long lasting place among customer
and also products.
Selling and it’s
types • Aggressive Selling:
The
salesperson must use
aggression to sell the
product within one try
so the goal of the sell
person here is to make
the customer buy the
product.
• Consultative Selling:
• The main goal of
salesperson is to get into
a good relationship with
the customer so that the
customer would buy the
product when the
salesperson doesn’t even
attempt to sell the
product.
• Need based Selling:
The salesperson will be
analytic, interpretive, calculative
about the customer needs, he
will find out everything about
the customer like financial
status, way of dressing, weather
the customer has a car or bike,
what type of car or bike, ask
various questions to the
customers and find out what
they need and try to sell that
particular product.
• Product based Selling :
The salesperson
make the customer to buy
the product by only
talking about the details,
benefits, advantages,
goodness, warranty and
special offers of the
product.
• Competition Oriented Selling
• Under, this form of sales
representative, believe in staying one
step ahead of the competition. They
believe in convincing the customers to
purchase the product and never accept
a no for an answer.
 Examples of Selling
• Personal selling

• Door to door

• Cold Calling

• Business to business
Marketing and it’s types:
• Relationship Marketing:
This method main attempt is to
gain loyalty, trust, long lasting
bond and connections, good
vibes, good perception from the
customer.
• Word of Mouth: This
method main attempt is to gain a
longevity and satisfaction from the
customer by improving the quality of
the product, so that the customer is
satisfied with the quality and the
customer would only choose that
product compared to millions of other
products because it’s good and working
great for that customer. So if this
method is done right, then the customer
would suggest this product to their
family members, friends, staffs, boss,
colleagues, people around him and the
customer would do free advertising to
the brand, so this is one of the powerful
method.
• Digital Marketing:
In this method
the product is
promoted using
broadband, internet
using various methods
like blog, reviews,
affiliate marketing,
Facebook videos,
Instagram memes,
Twitter contents and
many other ways.
• Paid Advertising:
This methods main
attempt is to make the
product known to the
customer, and to by
advertising the customer
would see it continuously
and would believe that
this product is good and
has a great value.
• Cause Marketing:
This is one of a very
good method as it
approaches the
customer in a good
way like the money
spent on this product
will be donated to
wildfire, child care,
old age people or any
great cause.
 Marketing importance
• To provide information

• The main sector of a Business

• Increase Selling

• Saves a lot of time and cost

Selling importance
• Face to face Conversation

• Face to face Feedback

 MARKETING MANAGEMENT
• ALL YOU NEED TO KNOW ABOUT MARKETING MANAGEMENT WHICH PERFORMS ALL THE MANAGERIAL FUNCTIONS IN MARKETING.

• IT IDENTIFIES MARKET OPPORTUNITIES AND BRINGS APPROPRIATE STRATEGIES TO EXPLORE THOSE OPPORTUNITIES PROFITABLY.

• THIS INVOLVES IMPLEMENTING A MARKETING PROGRAM AND EVALUATING THE EFFECTIVENESS OF THE MARKETING MIX.

• IT NEEDS TO ADDRESS THE SHORTCOMINGS NOTICED IN THE ACTUAL IMPLEMENTATION OF MARKETING PLANS, POLICIES AND
PROCEDURES. IT OVERSEES THE MARKETING SYSTEM OF THE ENTERPRISE.

• MANAGEMENT IS THE PROCESS OF GETTING THINGS DONE IN AN ORGANIZED AND EFFICIENT MANNER.

• THE GOAL OF MARKETING MANAGEMENT IS THE EFFICIENT OPERATION OF MARKETING ACTIVITIES.

• MARKETING MANAGEMENT REDUCES THE PROCESS OF EXCHANGING OWNERSHIP OF GOODS AND SERVICES FROM SELLER TO
BUYER.

• MARKETING MANAGEMENT, LIKE OTHER AREAS OF MANAGEMENT, INCLUDES THE EFFECTIVENESS OF PLANNING, ORGANIZATION,
MANAGEMENT COORDINATION AND CONTROL.
MARKETING
MANAGEMENT
TASKS
 DEVELOPING MARKETING STRATEGIES &
PLANS
THE FIRST AND FOREMOST TASKS OF MARKETING ARE TO DEVELOP MARKETING STRATEGIES AND PLANS. THEY CONSIST OF
FOLLOWING TASKS:

•DETERMINING THE STRATEGIES CONSIST OF IDENTIFYING THE MARKETING OBJECTIVES OR GOALS OF THE ORGANIZATION,
THEIR DETERMINATION, AND MODIFICATION AS WELL AS DETERMINATION OF SPECIFIC RESOURCES TO ACHIEVE OBJECTIVES
OR GOALS SET. THEY ARE CONCERNED WITH PRODUCT, PRICE, CHANNEL, PROMOTION, COMPETITORS, ETC.

•MARKETING PLANS INVOLVE MANGERS BY WHICH THE MARKETING GOALS CAN BE ACHIEVED. THEY INVOLVE DECIDING
POLICY, STRATEGY, TACTICS, PROCEDURES, RULES AND REGULATIONS AND MARKETING PROGRAMS, BUDGETS AND SCHEDULES
TO ACHIEVE THE LONG-TERM AS WELL AS SHORT-TERM GOALS.

•MARKETING STRATEGIES AND PLANS ALLOCATE ECONOMIC, PHYSICAL AND MANAGERIAL RESOURCES OF THE ORGANIZATION
FOR FUTURE.

•THEY ASSESS AND ANALYZE STRENGTH AND WEAKNESS, OPPORTUNITIES AND THREATS (SWOT).
CAPTURING MARKETING INSIGHTS

• IT IS CONCERNED WITH UNDERSTANDING WHAT IS

HAPPENING INSIDE AND OUTSIDE THE COMPANY.

• SIMPLY THERE ARE FOUR COMPONENTS OF

MARKETING
INFORMATION.

• THEY ARE INTERNAL RECORD SYSTEM, MARKETING

INTELLIGENCE SYSTEM, MARKETING RESEARCH AND
DECISION SUPPORT SYSTEM.
BUILDING STRONG BRANDS
• MARKETING NEEDS TO BUILD STRONG BRAND. IT IS
ALSO A MAJOR TASK OF MARKETING.
• STRONG BRAND HELPS IN PROMOTION, VALUE
CREATING, IMAGE DEVELOPMENT, PRODUCT
POSITIONING, BRAND LOYALTY AND EXPANSION OF
PRODUCT LINES.
 DETERMINE MARKETING
MIX
• MARKETING NEEDS TO CREATE AND DETERMINE
AND EFFECTIVE MARKETING MIX TO SATISFY
NEEDS OF TARGET MARKETS.

• IT IS THE COMBINATION OF FOUR INPUTS SUCH

AS THE PRODUCT, THE PRICE, THE PLACE AND
THE PROMOTIONAL ACTIVITIES.

• DIFFERENT MARKETING MIX IS ESSENTIAL FOR

DIFFERENT GROUPS OF CUSTOMERS.
 DELIVERING VALUE
• MARKETING NEEDS TO DELIVER VALUE TO THE TARGET CUSTOMERS.
• VALUE IS THE RATIO BETWEEN WHAT THE CUSTOMERS PAY AND
WHAT THEY RECEIVE.

• MARKETING MUST DETERMINE HOW TO PROPERLY DELIVER THE

VALUE EMBODIED BY THE PRODUCTS AND SERVICES TO THE
TARGET MARKET.

• CUSTOMERS’ PRODUCT CHOICE IS GUIDED BY VALUE. SO,

MARKETING SHOULD ADD MAXIMUM VALUE TO THE CUSTOMERS.
 • MARKETING NEEDS TO COMMUNICATE VALUE TO TARGET MARKETS. IT HAS TO DEVELOP AN

COMMUNICATIN
INTEGRATED MARKETING COMMUNICATION PROGRAM THAT MAXIMIZES THE INDIVIDUAL AND
COLLECTIVE CONTRIBUTION OF ALL COMMUNICATION ACTIVITIES BY WHICH FIRM ATTEMPTS

G VALUE
TO INFORM, PERSUADE, REMAIN AND REASSURE CONSUMERS ABOUT THE BRANDS.

• FOR THIS, MARKETING HAS TO SET UP MASS COMMUNICATION PROGRAMS CONSISTING OF

ADVERTISING, PERSONAL SELLING, SALES PROMOTION, PUBLIC RELATIONS AND PUBLICITY.
 CREATING
SUCCESSFUL LONG-
TERM GROWTH
• MARKETING MUST TAKE A LONG-TERM VIEW
OF ITS PRODUCTS AND BRANDS AND HOW ITS
PROFITS SHOULD BE GROWN.

• BASED ON ITS POSITIONING, IT MUST INITIATE

NEW-PRODUCT DEVELOPMENT, TESTING AND
LAUNCHING.
 IMPLEMENTATION AND
• MARKETING MUST ORGANIZE ITS MARKETING
CONTROL
RESOURCES AND IMPLEMENT AND CONTROL THE MARKETING PLANS.

• IT MUST BUILD A MARKETING ORGANIZATION THAT IS CAPABLE OF IMPLEMENTING MARKETING PLANS AND
STRATEGIES.

• SIMILARLY, IT MUST FIND OUT ANY DEVIATIONS BETWEEN ACHIEVED PERFORMANCES AGAINST PLANNED OR
BUDGETED PERFORMANCE USING PREDETERMINED STANDARDS.

• IT PROVIDES FEEDBACK ABOUT MARKETING PLANNING AND STRATEGIES.

THANK YOU !!!!
DONE BY: S. RACHANA SRINIVASAN
REG NO: 19BFD1012
SUBJECT & CODE: RETAIL MARKETING
AND
MANAGEMENT- FSD2025
DEP: BSC. FASHION DESIGN- 2ND YEAR
marketing enviroment of the
company
s.swetha
19BFD1001
 What Is Marketing Environment?
Marketing Environment is the combination of external and internal factors
and forces which affect the company’s ability to establish a relationship
and serve its customers.
The marketing environment of a business consists of an internal and an
external environment. The internal environment is company-specific and
includes owners, workers, machines, materials etc. The external
environment is further divided into two components: micro & macro. The
micro or the task environment is also specific to the business but is
external. It consists of factors engaged in producing, distributing, and
promoting the offering. The macro or the broad environment includes
larger societal forces which affect society as a whole. The broad
environment is made up of six components: demographic, economic,
physical, technological, political-legal, and social-cultural environment.
Components Of Marketing Environment
The marketing environment is made up of the internal and external
environment of the business. While the internal environment can be
controlled, the business has less or no control over the external
environment.
Internal Environment
The internal environment of the business includes all the forces and
factors inside the organisation which affect its marketing operations.
These components can be grouped under the Five Ms of the business,
which are:
• Men: The people of the organisation including both skilled and unskilled workers.
• Minutes: Time taken for the processes of the business to complete.
• Machinery: Equipment required by the business to facilitate or complete the processes.
• Materials: The factors of production or supplies required by the business to complete the processes or
production.
• Money: Money is the financial resource used to purchase machinery, materials, , and pay the
employees.

The internal environment is under the control of the marketer and can be changed with the changing
external environment. Nevertheless, the internal marketing environment is as important for the
business as the external marketing environment. This environment includes the sales department, the
marketing department, the manufacturing unit, the human resource department, etc.
External Environment
The external environment constitutes factors and forces which are external to the
business and on which the marketer has little or no control. The external
environment is of two types:
•Micro marketing environment
•Macro marketing environment
-Micro Environment
The micro-component of the external environment is also known as the task
environment. It comprises of external forces and factors that are directly related to
the business. These include suppliers, market intermediaries, customers, partners,
competitors and the public

•Suppliers include all the parties which provide resources needed by the
organisation.
•Market intermediaries include parties involved in distributing the product or
service of the organisation.
• Partners are all the separate entities like advertising agencies, market research organisations,
banking and insurance companies, transportation companies, brokers, etc. which conduct
business with the organisation.
• Customers comprise of the target group of the organisation.
• Competitors are the players in the same market who targets similar customers as that of the
organisation.
• Public is made up of any other group that has an actual or potential interest or affects the
company’s ability to serve its customers.
-Macro Environment
The macro component of the marketing environment is also known as the broad environment. It
constitutes the external factors and forces which affect the industry as a whole but don’t have a
direct effect on the business. The macro-environment can be divided into 6 parts.
Demographic Environment
The demographic environment is made up of the people who constitute the market. It is
characterised as the factual investigation and segregation of the population according to their size,
density, location, age, gender, race, and occupation.
Economic Environment
The economic environment constitutes factors which influence customers’ purchasing power and
spending patterns. These factors include the GDP, GNP, interest rates, inflation, income distribution,
government funding and subsidies, and other major economic variables.
Physical Environment
The physical environment includes the natural environment in which the business operates. This
includes the climatic conditions, environmental change, accessibility to water and raw materials,
natural disasters, pollution etc.
Technological Environment
The technological environment constitutes innovation, research and development in
technology, technological alternatives, innovation inducements also technological barriers
to smooth operation. Technology is one of the biggest sources of threats and opportunities
for the organisation and it is very dynamic.
Political-Legal Environment
The political & Legal environment includes laws and government’s policies prevailing in the
country. It also includes other pressure groups and agencies which influence or limit the
working of the industry and/or the business in the society.
Social-Cultural Environment
The social-cultural aspect of the macro-environment is made up of the lifestyle, values,
culture, prejudice and beliefs of the people. This differs in different regions.
 Importance Of Marketing Environment
Every business, no matter how big or small, operates within the
marketing environment. Its present and future existence, profits,
image, and positioning depend on its internal and external
environment. The business environment is one of the most dynamic
aspects of the business. In order to operate and stay in the market for
long, one has to understand and analyze the marketing environment
and its components properly.
Essential For Planning
An understanding of the external and internal environment is essential for planning for the future. A
marketer needs to be fully aware of the current scenario, dynamism, and future predictions of the
marketing environment if he wants his plans to succeed.
Understanding Customers
Thorough knowledge of the marketing environment helps marketers acknowledge and predict what
the customer actually wants. In-depth analysis of the marketing environment reduces (and even
removes) the noise between the marketer and customers and helps the marketer to understand
consumer behaviour better.
Tapping Trends
Breaking into new markets and capitalizing on new trends requires a lot of insight about the
marketing environment. The marketer needs to research about every aspect of the environment to
create a foolproof plan.
Threats And Opportunities
Sound knowledge of the market environment often gives a first-mover advantage to the marketer as
he makes sure that his business is safe from future threats and taps the future opportunities.

Understanding The Competitors

Every niche has different players fighting for the same spot. A better understanding of the marketing
environment allows the marketer to understand more about the competitions and about what
advantages do the competitors have over his business and vice versa.
Retail Strategies
By Fashion Brands
Retail Marketing & Management (FSD2025)
Done By - M Sneha (19BFD1014)
 Retail Stratergies

• A retail strategy is the process you use to develop your products or services and sell them to
customers.

• There are multiple elements to this plan, including location, store, merchandise/assortment,
visual merchandising, staff, service, mass media and communications, and price.

• Retail marketing pertains to the strategies and tactics that retailers use to attract customers and
drive sales. Retail marketing has 4 key components, also knows as the “4 Ps”: Product, Price,
Place, and Promotion.

• Retailers' strategy also helps retailers maximize sales in less time.

 Fashion Shows

• Fashion designers and manufacturers promote their clothes not only to retailers (such as fashion
buyers) but also to the media (fashion journalists) and directly to customers.

• Already in the late 19th century, Paris couture houses began to offer their clients private
viewings of the latest fashions. By the early 20th century, not only couture houses but also
department stores regularly put on fashion shows with professional models.

• In imitation of Parisian couturiers, ready-to-wear designers in other countries also began

mounting fashion shows for an audience that combined private clients, journalists, and buyers.

• In the late 20th and early 21st centuries, fashion shows became more elaborate and theatrical,
were held in larger venues with specially constructed elevated runways (“catwalks”) for the
models, and played an increasingly prominent role in the presentation of new fashions.

• Photographs and videos of fashion shows are instantaneously transmitted to mass-market

producers who produce inexpensive clothing copied from or inspired by the runway designs.
 Media & Marketing

• Media of all kinds are essential to the marketing of fashion.

• The first dedicated fashion magazines appeared in England and France in the late 18th century.

• In the 19th century, fashion magazines—such as the French La Mode Illustrée, the British
Lady’s Realm, and the American Godey’s Lady’s Book—proliferated and flourished.

• Featuring articles, hand-coloured illustrations (known as fashion plates), and advertisements,

fashion magazines—together with other developments such as the sewing machine,
department stores, and ready-to-wear clothing produced in standard sizes—played a significant
role in promoting the democratization of fashion in the modern era.

• The development of effective and inexpensive methods of reproducing photographs in print

media in the early 20th century led to the rise of fashion photography and of heavily illustrated
fashion magazines such as Vogue. Magazine advertising rapidly became a principal marketing
tool for the fashion industry.
 Media & Marketing

• Magazine advertising rapidly became a principal marketing tool for the fashion industry.

• The creation of cinema newsreels—short motion pictures of current events—and the rise of
television made it possible for people all over the world to see fashion shows and to imitate the
fashionable clothing worn by celebrities.

• The dominance of visual media continued in the Internet age, with fashion blogs emerging as an
increasingly important means of disseminating fashion information.

• Red-carpet events such as awards ceremonies provide an opportunity for celebrities to be

photographed wearing designer fashions, thus providing valuable publicity to the designers.
 Digital Marketing For Fashion Brands
• Retarget Customers:

Target visitors through displaying reminder ads that make them recall a product they saw
previously on the site.

This can even include lucrative discounts as well as retargeting those who have an item in their cart
but havent purchased yet.

• Connect With Influencers:

To focus on target market effectively, they work with influencers such as fashion bloggers and
vloggers who have a following that is similar to the type of customers they want.

Influencers are viewed as a trusted voice by their followers and many will prefer this format to
more traditional methods of marketing such as television.

They can help increase sales by reviewing or recommending the products while it allows them to
have the products advertised to a different group of potential customers.
 Digital Marketing For Fashion Brands

• Engage With The Audience:

Build brand loyalty begins with engagement.

The key is to constantly engage with the target audience to help improve their perception of the
brand.

This enhanced sense of community is what helps drive further sales. The best way to engage
effectively is to showcase campaigns that connect and resonate with the audience.

This could be through running contests on Facebook, responding quickly to messages on Twitter
or promoting giveaways on Instagram that highlight the values and products you have to
customers.
 Digital Marketing For Fashion Brands

• Focus On Visuals:

Visuals are important for all brands, but more so for fashion brands that depend on aesthetics to
attract and keep customers.
 Launch Of Product Alerts For Specific
Targeting

• Product alerts are one of the most effective way to notify the customers about the essential
products they need.

• Price notifications, exclusive offers, back in stock communication can allow the brands to
target the customers who have interacted with specific products in the past and automate
high-conversion messages.

• This will also enable the brands to inform the customers about the availability of their
preferred products at the store and thereby invite them to their stores.
 Promotional Offers And Sales

• In an attempt to generate demands and attract footfall, brand owners can come up with
various promotional offers like add-ons and value discounts for their in-store customers.

• The brands can also introduce appointment based shopping experience with exclusivity for
their loyal members wherein the buyers can shop from their favorite brands with less
chances of finding other customers during that time.

• Apart from this, the early arrival of EOSS(end of season sale) will also be a move by the
retailers to liquidate the existing inventory, while at the same time inviting the shoppers to
shop from their preferred brands at the most affordable prices.
 Retailer classified by
marketing strategy
Haripriya Dhinakaran
19BFD1011
Some of the best retailing strategies to to decide the target
market and then select the appropriate combination of
product, price, place and promotion are as follows:
A retailer needs to decide as to what it wants to achieve for its
customers. It has to decide the target market and then select the
appropriate combination of product, price, place and
promotion.
Retail marketing strategy
 Retail positioning:
.This involves choice of target market and differential
advantage. Targeting allows retailers to tailor the marketing mix
which includes product assortment, service levels, store
locations, prices and promotion, to the needs of their chosen
customer segments
 2. Location of the retail store:
A retailer’s choice of a city depends upon factors like its
congruence with its chosen target market, the level of disposable
income, the availability of suitable sites and level of competition.
A retailer’s choice of a particular site in a city depends on level
of existing traffic passing the site, parking facilities, presence of
competitors and possible opportunities to form new retailing
centres with other outlets. When two or more non-competing
retailers agree to site outlets together, the retailing centre can
draw more customers than what each individual store would have
been able to do.
 3. Product assortment and services:

A retailer has to decide on the breadth of its product assortment, and also
its depth. A retailer may have a broad product assortment, but within each
product line, it can stock a shallow product range. Or it can have a narrow
product assortment, but within each product line, it can stock a deep
product range.
 4. Price:
• A retailer may choose to compete purely on price, but price can be a
differential advantage only when a retailer has immense buying power, and has
been able to control cost. A retailer may favour everyday low prices rather than
higher prices supplemented by price discounts.
• Such a retailer is patronized by customers who prefer predictable low prices
rather than occasional price discounts. A retailer may sell no-frill products,
which are basic commodities such as bread and soft drinks that are sold in
rudimentary packaging at low prices. It appeals to the price conscious shopper
who wants standard products at low prices.
• Some retail items may be priced very competitively to generate more demand
for other items. Such products may often be sold below cost and are called
‘loss leader’.
 5. Promotion:
Retail promotion includes advertising, public relations, publicity and
sales promotion. The goal is to position the store in consumers’ minds.
Retailers design ads, stage special events and develop promotions aimed
at their markets
Retail advertising is carried out at the local level, although retail chains
can advertise nationally. Local advertising by retailers provides specific
information about their stores, such as location, merchandise, hours,
prices and special sales. In contrast, national retail advertising generally
focuses on image.
 6. Store atmosphere:
Store atmosphere is created by the design, colour and layout of a store.
A retailer works on both exterior and interior designs to create an
appropriate store atmosphere. The store atmosphere should prompt
target customers to visit the store and stimulate them to buy once they
are in the store.