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1 CASE STUDY

Evans

UK based Arcadia Group has leading women clothing brands in its portfolio . Top Shop , Top Man , Dorothy Perkins , Wallis and Outfit are all part of this rich brand portfolio . The group is leader in women clothing retail stores industry with over 2 ,000 stores all across United Kingdom (Arcadia Group Ltd . n .d . While building the brand all over the world Arcadia Group 's team discovered a niche a market that was substantial in size and was not being catered by any high-street fashion designer or clothing

retailer . This niche was high-street plus size fashion wear Evans was established to cater to this niche market . It 's a specialist brand the aims to provide its customers with fashion and value . Using its expertise in clothing and shoes , Arcadia Group made Evans a roaring success . Currently there are more 330 Evans stores in UK and 60 stores are operated internationally . It is also operating on-line retail stores , however , these stores are presently providing services only within UK . Current Trading Strategy within the Domestic Market

As mentioned above , more then 330 Evans stores are operated in UK 's domestic market . Using corporate owned retailing channels has helped Evans in maintaining customer services and ensuring value delivery of product to target consumers in domestic markets

The product category is plus size clothing , lingerie and shoe line Keeping up with Arcadia Groups overall high-end image , Evans is also positioned as premium brand . Its catering to a relatively smaller segment of market . The niche retailing strategy required specifying customer segments and deploying unique strategies to target that segment . Evans is attempting to build loyalty of customers to the brand Applying this strategy also relieves Evans of any concerns regarding pricing and cost cutting

As an important variable of its retail strategy , Evans stresses on good store locations . Since the brand is premiumly positioned , consequently the stores are located at high-end fashion streets and shopping centers (Evans Stores n .d . The stores are managed by store managers , style advisors and sales advisors . The focus of management is to induct energetic and dynamic females into the Evans team (Evans About Us n .d Asset management , budgeting and resource allocation is done at store regional and national level . The products are priced at premium because of Evans product quality and high-end positioning . It also concentrates on maintaining positive communication with customers . Evans aim to deliver a complete retail experience to its customers or `retail therapy ' as they call it (Evans About Us n .d

The retail strategy of Evan also considers consumer preference as a crucial driver of business success . Competition in high-end fashion exists but its relatively low for this particular niche

Role Played by E-tailing within the Domestic Market

Evans launched its website www .evans .ltd .uk with a splash . The brand Evan itself is innovative and its presence has helped its overall growth and productivity . Consumers in domestic market are also targeted through the website by sales promotions , gift cards etc...