“Which Is the Most Successful Fashion Company in the Department and General Store Sector of the Uk Fashion Industry for Men Aged 25-34”

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“WHICH IS THE MOST SUCCESSFUL FASHION COMPANY IN THE DEPARTMENT AND GENERAL STORE SECTOR OF THE UK FASHION INDUSTRY FOR MEN AGED 25-34”

CONTENTS

0. DEFINING SUCCESS…………………………………………………………………………. pg 3 1.1 Market Research……………………………………………………………………….. Pg 3 2.0 Secondary Research Findings…………………………………………………………. Pg 5 2.1 Horizontal Analysis……………………………………………………………………. Pg 5 2.1.1 Turnover……………………………………………………….....………………. Pg 5 2.1.2 Gross Profit…………………………………………………………….………… Pg 7 2.1.3 Operating Profit…………………………………………………….…………..Pg 9 2.2 Vertical Analysis……………………………………………………………..……….. Pg 10 2.2.1 House of Fraser………………………………………………………………. Pg 10 2.2.2 M&S and Debenhams……………………………………………………… Pg 11 3.0 Primary Research Data…………………………………………………………………. Pg 12 3.1 Aim………………………………………………………………………………………….. Pg 12 3.2 Objectives………………………………………………………………………………... Pg 12 3.3 Methodology……………………………………………………………………………. Pg 12 3.4 Method…………………………………………………………………………………….. Pg 15 3.5 Results…………………………………………………………………………………….. Pg 16 3.6 Ethical Considerations…………………………………………………………….. Pg 16 3.7 Potential Limitations……………………………………………………………….. Pg 17 Bibliography

Appendix

“WHICH IS THE MOST SUCCESSFUL FASHION COMPANY IN THE DEPARTMENT AND GENERAL STORE SECTOR OF THE UK FASHION INDUSTRY FOR MEN AGED 25-34”

1.1 Defining Success

Success can be measures in many different ways, through monetary value and finances, memorable advertising and marketing, but to many, success is a personal opinion. In terms of fashion it could be based upon the consumers like for the brands product, or an advertising campaign that made a positive impression on them. Many brands today are sporting a CSR approach and are trying to give back to the environment or community. This factor to some is something that will place many brands higher above others in personal preference. To define success, more than one factor must be analysed. Both a quantitative and qualitative approach must be used. This report will look at both approaches looking at current secondary data of each chosen company drawing conclusions of success from there as well as planning means of carrying out lucrative primary data allowing a qualitative approach to the findings.

1.2 Market Research
From the Fashion Trak frameworks of industry leaders, the chosen category for this report is Department & General Stores and within that looking at Men aged 25-34.

Within the fashion industry there isn’t normally much of a focus on Men’s shopping habits. A greater understanding will be gained from looking into this sector.

Men are notorious for being unenthusiastic shoppers, often choosing stores where they can satisfy other interests (Mintel)

The TGI lifestyle groups look at the different life stages and show an insight into where they spend their money and what on.

Men aged 25-34 fall predominantly into:

- Fledglings
- Flown the nest
- Nest Builders

| |% | |All |56.7 | |Fledglings |67.3 | |Nest Builders |66.7 | |Flown the Nest |65.8 | |Unconstrained Couples |58.6 | |Senior Sole Decision Makers |58.3 | |Playschool Parents |55.2 | |Secondary School Parents |54.2 | |Empty Nesters |52.4 | |Mid-life Independents |50.7 |...
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