Analyzing Retail Concept Store: Excelsior

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 Analyzing
 Retail
 Concept
 Store:
 
 

EXCELSIOR
 
 

 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 By:
 
  Cheryl
 Angeline
 Sumeleh
  Kosova
 Olga
  Leinuo
 Zhang
  Wan
 Le
 
 

  Master
 Fashion
 Buying
 12/13
 
  1
 

Content
 
 
Concept………………………………………………………….…..3  
  Market Segmentation………………………………...3 Customer Target……………………………………...4 Marketing Mix………………………………………..6 Competitors………………………………………….22 SWOT- Analysis…………………………………….23 Merchandising Mix………………………………….25 Display……………………………………………....34 Conclusion ………………………………………….35 Questionnaire………………………………………..36 References………………………………………...…37

 

2
 

Concept
Excelsior Milan is an innovative space that mixes and combines fashion, technology food and design. The shopping experience it offers aims to be cross-genre, choosing less well known brands and always putting the focus on excellence. The ambition is for it to become a place to socialize, somewhere to meet people, to buy things that satisfy you, to choose a sophisticated take-away to take back to your office or home that evening – somewhere to do high-profile shopping. Excelsior is a place full of energy, a floating series of inspirations and ideas. The influential boutique ANTONIA floors are surely a fashion lover’s playground, dedicating fashion womenswear, menswear and accessories to their customers. “The most important thing at the moment is to have a real mix on the inside of all happy things, not just expensive things” said Antonia Giacinti, well – known to mix avant- garde and business. As a result, Excelsior Milano perfectly balances the concept boutique with a department store. The complex is an audacious injection of modernity in the city’s historical heart. The inner walls of the old movie theatre are coated with reflecting paints, while the exterior supports led screens all along the outer edge. Each floor is connected to the next by an automated ramp that is kind of a cross between a people mover and an escalator. Unlike any other store in Milan, Excelsior is hipper than La Rinascente and brasher than Corso Como 10. Gruppo Coin spent more than 40 million dollars on its development and renovation over three years. Described by the shop owners as “ a journey through shopping of the future”

Market Segmentation
After the group did the deep research of the different types of consumer, it shows that there are three main groups of people who buy the products in Excelsior store. The largest percentage group is contained by the people who come from the high classes level, another group invovled some middle classes level consumers who are educated well and they desire to buy the creative luxury goods, and the last group takes by the people who are the 'new money'.   3

 

Market
 Segmentation
 
Middle
 level
 class
  13%
  Others
  3%
 

High
 level
 classes
  84%
 

Customer Target

Five types of consumers emerge at each of the life cycle stages Since Excelsior is on its growth stage, the customers are mostly the opinion leaders. Fashion opinion leaders (celebrities, fashion editors, journalists and early adopters) are the next most likely adopters of a fashion product. They copy the inspiration from fashion innovators and change the product into a popular style.1 Most of them are very fashion-forward and updated.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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