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Marks and Spencer plc is a UK-based company. The business is known best as a retailer. There are over 622 Marks & Spencer stores throughout the UK that sell clothing, food and household goods. The core of its retailing business is clothing, particularly women's.
What market segments do the three different product ranges serve? Assume that the Perfect and Classic ranges serve essentially the same segment.
| |Perfect and Classic ranges |Autograph range |Per Una range | |Logo |[pic] |[pic] |[pic] | |Target Customer Age | | | | |Range |Women of all ages |35 years and above |25-35 years | |Estimated Clothing | | | | |Size |UK 8-24 |UK 8 - 22 |UK 8 - 18 | |Main requirement |Simple and basic pieces. |Elegant and timely pieces. |Special and detail design to make it a | | | | |unique piece of clothes. |
Being the largest clothing retailer in the United Kingdom, as well as being the 43rd largest retailer in the world with over 21 million people visiting their stores each week, Marks and Spencer (M&S) had made a name in the British culture just as much as the Beatles and Fish & Chips. When people talk about M&S, people use to think of the ranges of quality clothing they offered that would last for as long as they can imagine. However, in this cutting edge era M&S had been lost out in the fashion conscious market especially in the ladies department. Fashion savvy women nowadays opt more on rare and unique design clothing where they can be totally different from others, they does not want something that is instantly recognisable as M&S. Therefore, M&S had been losing out its market share to the younger generations as M&S had been consider as a place where its clothes are out of fashion and only older people shops.
The Classic and Perfect clothing is mainly aim at women of all ages. They are the core customers of M&S; it can therefore be M&S new customers or returning customers. These two ranges are more to the simple and basic pieces which include plain shirt, sweaters, t-shirts and jeans ranging from size UK8 – UK 24. The Classic and Perfect ranges is mostly aim at customers with a hectic lifestyle where they are looking for quality and reasonable price clothing which is mostly machine washable and tumble-dry friendly and most of all iron free. The Classic and Perfect ranges are also known as the timeless essentials where customers can purchase and wear it throughout the four different seasons. (See Appendix 1)
The Autograph range is aim to provide women mostly at the age of 35 and above with a touch of top designer style at high street price. The Autograph range mostly consists of elegant and timely pieces using only the luxury fabrics such as silks and cashmere. Every piece in this range is perfectly cut which are flexible for women of all lifestyles. With the clothing size ranging from UK 8- UK 22, there is not a chance where women can’t find a suitable piece. The Autograph range is suitable for women who are willing to pay a high price in exchange for a product that look smart and can last long. The Autograph mostly comes in styles which are more formal looking and colours that are more stable. (See Appendix 2)