Business- Marketing

Questions on the Urban Outfitters Continuing Case Study

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Question 1 : Why Sears or Wal-mart cannot effectively create a trendy counterculture image

To maintain a trendy counterculture image , any business must define and identify with a narrow customer base . This culture also involves changing the product to suit the customer 's interests and be in line with upcoming fashion trends within a particular time . To cut a niche of this sort , a business must maintain an emotional connection with its customers and more importantly invent

ways of communicating to its customers about its products at a personal level (Waters , 2008 . Most businesses that employ this image usually target customers within a particular age group or social class . Products from such stores are relatively expensive due to the intensive market research necessary for identifying the latest fashion trends . Large retail chains that have established themselves for a long time under the culture of offering a variety of products to a wide customer at relatively low prices would not succeed with this model . Sears and Wal-Mart are large retail stores who have built a well established reputation over a long period of time Changing from their business model to adopt something that their customers are not used to would be a very expensive undertaking for them and might not go down well with their customers . Since Wal-mart and Sears usually operate on the principle of a large sale volume for a wide variety of goods to a wide customer...