Ben Sherman is both product-oriented and market-oriented, the company produces a wide product range that appeals to all its target market segments. Products that have to offer are clothing for men, women and children, footwear and accessories. The range includes casual clothes, formal wear, denim, footwear and lifestyle accessories, such as underwear, watches, bags, belts and fragrances. A strong brand image ties the product range together. Ben Sherman uses major fashion shows to launch its collections to the press.
The price of a product relates to its perceived value. Lower priced items will expect a higher volume of sales, whilst fewer sales of luxury products may achieve the same revenue through higher pricing. Ben Sherman has to assess which markets its products are aimed at and set a price to match. Ben Sherman produces mostly medium-price range products. There are a number of pricing strategies that a business can use for its products including cost based pricing and market orientated pricing. Ben Sherman produces mostly medium-price range products with quality and style. The brands are identifiable by their quality and style.
Ben Sherman products may be bought and to the channels of distribution used to deliver the products to places. Place is not always a physical building such as a retail outlet or shop, but includes any means by which the product is made available to the customer. Ben Sherman limits where its products are sold and keeps a tight rein on how they are sold and its distribution channels. This creates a unique Ben Sherman experience wherever customers buy its products. Ben Sherman relaunched its website in February 2007 to provide a more interactive experience for customers to encourage customers to spend more time on the site and shop. This helps to build the brand philosophy and values. The company sees its online services as particularly important in reaching customers now and in the future.