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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- Retail: unclear positioning, outdated store concept, suboptimal brand and product mix, ineffective store operations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
