Objective 3.03
FASHION RETAILER PROJECT
Part I.
Complete the Fashion Retailer Comparison chart on three (3)
different fashion retailers. You may not select more than one retailer from any
one retail chain as listed on the attached handout. All retailers selected must
have a website.
Other retailers that you may select that are not listed on the handout are:
Talbots
Wet Seal
Eddie Bauer
Bergdorf Goodman
Loehmann’s
Paul Harris
Brooks Brothers
Saks Fifth Avenue
Carson Pirie Scott
Mervyn’s
Syms
American Eagle Outfitters
Ann Taylor
Neiman Marcus
Rich’s
Sears
Tiffany’s
Belk’s
Explanation of chart:
*
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Identify store name at the top of each column (where the chart currently
shows Store 1, Store 2, Store 3).
Type of retail store, i.e., department store, specialty store, etc.
Store image/fashion image. Is your store a fashion leader? Is it known for
its excellent service? Is it known for the wide variety of merchandise
carried? Is it known for its unusual merchandise?
Location of headquarters. In what city is the corporate headquarters
located?
Geographic area(s) served by retailer. Is this retailer located nationwide?
Only in a specific region of the United States, i.e., the south? Only in a
certain state(s)?
Number of stores. Totally, how many stores are there?
Target market. Describe the customer that the store is attempting to
attract. Include income, age range, fashion leadership, etc.
Variety of merchandise, i.e., men’s, women’s clothing, shoes, accessories,
home furnishings, etc.
Buying motives. Why would a customer shop here? Is it because of low
price? Prestige? Fine service?
Customer services offered, i.e., personal shopper, free gift wrap, trained
bra fitter, etc.
Relationship with other stores. Is it part of a group? (For example, Banana
Republic is part of The Gap, Inc.) Is there an outlet related to the store?
Fashion Merchandising
C-37
Objective 3.03
Part II.
Complete the following:
1.
Company history of one store. (Print out from the Internet and write a
summary.)
2.
Two (2) press releases. (Print out from the Internet and write a summary.)
3.
Find three (3) advertisements in a magazine or newspaper from any of
your selected stores. Mount each advertisement and identify its source.
Explain how these advertisements reflect the store’s image or fashion
image.
4.
Write or email two of your stores requesting material for a school display.
Request a catalog, shopping bag, poster, or any promotional material
with the store’s name on it. Have the store send it to you in care of our
school. Include a copy of the letter or email in this project. It will be
graded as a business letter/email. Make sure there are no grammatical
errors or spelling errors. If the store sends you material to the school, you
will receive ________________. (Extra credit, quiz grade, etc.)
Fashion Merchandising
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Objective 3.03
FASHION RETAILER COMPARISON CHART
STORE #1
1.
Type of retail store
2.
Store image/
Fashion image
3.
5.
Location of
headquarters
Geographic
area(s) served by
retailer
Number of stores
6.
Target market
7.
Variety of
merchandise
carried
8.
Buying motives of
customers
9.
Customer services
offered
4.
STORE #2
10. Relationship with
other stores
11. Web page address
SELECTED MAJOR RETAIL CHAINS
Fashion Merchandising
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STORE #3
Objective 3.03
BCF
Baby Depot, Burlington Coat Factory, Cohoes, Decelle, Fit for Men, Luxury Linens,
Totally 4 Kids
FEDERATED DEPARTMENT STORES, INC.
Bloomingdale’s, The Bon Marche, Broadway, Burdines, Lazarus, Macy’s (East),
Macy’s (West), Rich’s/Goldsmith’s, Stern’s
DAYTON HUDSON CORPORATION
Dayton’s Minneapolis, Hudson’s Michigan, Marshall Field’s, Mervyn’s, Target
THE GAP, INC.
Gap, Banana Republic, BabyGap, GapKids, Old Navy
THE LIMITED, INC.
Abercrombie & Fitch, Bath and Body Works, Bath and Body Works at Home,
Cacique, Express, Gaylan’s Trading Co., Henri Bendel, Lane Bryant, Lerner New
York, The Limited, Limited Too, Structure, Victoria’s Secret, Victoria’s Secret Bath
Shops
THE MAY DEPARTMENT STORES COMPANY
Famous-Barr, Filene’s, Foley’s Hecht’s, Kaufman’s, Lord & Taylor, May California,
May Co. Ohio, Meier & Frank, Robinsons-May, Strawbridge & Clothier, Payless
Shoe
MELVILLE CORPORATION
Foot Action, Kay-Bee, Linens ‘N Things, Meldisco, Prints Plus, This End Up, Thom
McAn, Wilson’s
TJX COS.
T.J.Maxx, Marshall’s
U.S. SHOE CORPORATION
August Max, Cabaret, Capezio, Caren Charles, Career Image, Casual Corner,
Footwear, Lenscrafter, Petite Sophisticate
Fashion Merchandising
C-40