Strategic retail fashion market positioning: A comparative analysis
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 3
Abstract
Market positioning is perhaps the greatest strategic problem facing the fashion retailer in today's dynamic retail environment. Branded merchandise and changing consumer perceptions/lifestyles make continual market monitoring essential. This study explores explores the dynamics of market positioning in the home fashion arena, as viewed from a consumer lifestyle perspective. Implications for more effective home fashion market positioning by department, specialty, and mass merchandising outlets are also given.
Keywords
Department Store, Lifestyle Group, Shopping Orientation, Specialty Store, Store Patronage
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