Smith's Clothing

Topics: Customer, Consultative selling, Data Pages: 2 (516 words) Published: January 30, 2011
Kelly Accorso
Marketing Research
Smith’s Clothing Case Analysis

Smith’s Clothing Case Analysis

Smith’s Clothing Store has remained profitable but not to the companies expectations. Over the past “10 years a set of five or six aggressive, high-fashion into or within Bayview” (Bayview is Smith’s primary store territory) (Marketing Research, 9th Edition, Aaker/Kimar/Day, pg. 343). Due to this new accessibility to trendy fashions, Smith Clothing Store is looking to assess if it’s current business model of traditional upper class clothing fashion needed an upgrade to keep it’s edge in the Bayview market. Through research they hope to gain a better understanding of who their customer is, and what they want.

What is the customer’s image of Smith’s Clothing store, whom is there customer, and how do they differ from Smith’s competitors? In performing this research they will gain a better understanding of their current clientele as well as the potential customer.

The current customer of Smith Clothing Store is perceived as an upper class classic design female. Due to the recent growth of the current trend market in the Bayview area, the store has not seen the growth expected from their current client base. Through an at home survey they hope to gain a better knowledge of their current and potential customers needs and if they are currently being met. If this research shows that they still hold a majority of the upper class female market in Bayview for classical dress, then they can continue the road they are on. However, if the research shows that their current and potential customer is craving the new and trendy designs, they need to adjust to meet their client and potential clients need to show growth to compete in their market.

An in-home, self-administered questioner appears to be the research tool that Simpson Research feels would best gain insight to what the high-fashion customer in that area. Specifically, on Smith’s current customers age,...
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