Marketing strategy case

Client situation

• Established international fashion wholesaler and retailer
• Declining sales and negative results of both wholesale and retail activities

Important issues

• Interdependence between wholesale and retail
• Wholesale: lack of focus, complex processes, inefficient, not retail driven
• Retail: unclear positioning, outdated store concept, suboptimal brand and product mix, ineffective store operations

Activities

• Analysis of brand portfolio and distribution strategy
• Store and location benchmark
• Customer satisfaction survey
• Cost structure analysis
• Development of strategic review and turnaround plan

Benefits delivered

• Reorganization and repositioning of brand portfolio
• Rationalization of distribution mix
• Retail operations modernization
• 30% overhead cost reduction
• Transition period outline to increase revenues and margins