A Look Into RetailAlyssa Gennello

Retail

•Retail - the sale of goods to ultimate consumers

•2 Examples: Best of the best. ▫Abercrombie▫Justice

Limited Brands

•Victoria Secret•White Barn Candle Co.•Express•Structure (now called Express for Men)•Limited•Limited Too•Abercrombie•Learners

•When store does outstandingly well it’s time to break away

•Stores that broke away from the main company:▫Abercrombie▫Express▫Limited Too▫Learners => New York & Company

Competition

•Against other stores

•Within own company

•“Get the kid from day one and get ownership of them.” - Brandy

▫In 2004, Too Inc. introduced Justice.

•Justice => Limited Too(6-12 year olds aka “tween” years)

•Hollister => Abercrombie => Ruehl (15-18) (18-24) (24-up)

•When own competition beats you out = you close

•Limited Too = hire prices

•Justice did better with their lower prices & same quality

•Too Inc. cut their loss and became Tween Brands

Things you may not know:

•Shrink – amount of dollars and merchandise lost

▫Abercrombie – 55% internal

▫Justice – 50% external

Employment

•Ages▫Abercrombie & Fitch – 18▫abercrombie – 17▫Hollister – 17▫Justice – 16

Store Atmosphere & Effect

•Store layout & design based on target demographic

•Abercrombie▫Dim lighting, loud techno music

•Justice▫Bright lights, bright colors, Disney Channel

stars’ music

Dress Code – NO LOGOS!

•Abercrombie▫Flip flops or grey converse▫No black; seasonal color▫No jewelry or glasses▫Girls: no nail polish, natural makeup▫Guys: clean shaven▫Highly suggested you wear Abercrombie

•Justice▫Kid friendly, colorful, no tattoos, no

piercings

Outside Buyers

•Sell their brand in our store if we reach their demographic

•Justice▫Webkinz▫Disney▫CDs & DVDs: Taylor Swift, High School

Musical 3

Taylor Swift

Conclusion

•Many stores are different▫Abercrombie – customer is ordinary

customer▫Justice – customer becomes a friend

▫Similar smart in the retail business to help them continue to succeed