Stock Presentation Report
Stock presentation
Harry Gibson
In this report I will be discussing the importance and basic principles of stock presentation within retail stores, the different policies and procedures each retail organisation has in place regarding the presentation of stock, branding strategies, store layout patterns and criteria that influence space allocation. I will relate these points to my two chosen retailers: H&M and B&Q, both of which are very different with the products they sell and their layouts- H&M being a leading fashion retailer and B&Q being the biggest DIY retailer- and so I will be comparing them both together.
My first retailer, H&M, is a Swedish multinational fashion retail company, known for its fast fashion clothing for women, men, teenagers and kids. H&M have branches in 53 countries and as of 2013, have employed approximately 116,000 people. H&M have a well-established understanding of their target market—which is the high end fashion at lowest prices—and is much attuned to what the mainstream customers want and need. They enjoy a strong following among women, especially those in younger age groups who form the majority of their consumers, but also they continue to expand their men's collections to offer more for the male customer as they are an important sector of the market for H&M and their profits. By offering attractive prices, a wide range of fashionable collections which are frequently renewed, and maintaining a stable and strong presence in the prime shopping locations, H&M have ensured to keep a steady flow of customers walk through the door. H&M's goals are to appeal to the whole fashion market, and to achieve this they must maintain a varied range that enables the customers to shop by occasion, season and price range. The relationship between stock presentation and stock selection policies is directly linked to customer buying trends. An example of this would be how different sub-departments within H&M present their style houses. For
Harry Gibson
In this report I will be discussing the importance and basic principles of stock presentation within retail stores, the different policies and procedures each retail organisation has in place regarding the presentation of stock, branding strategies, store layout patterns and criteria that influence space allocation. I will relate these points to my two chosen retailers: H&M and B&Q, both of which are very different with the products they sell and their layouts- H&M being a leading fashion retailer and B&Q being the biggest DIY retailer- and so I will be comparing them both together.
My first retailer, H&M, is a Swedish multinational fashion retail company, known for its fast fashion clothing for women, men, teenagers and kids. H&M have branches in 53 countries and as of 2013, have employed approximately 116,000 people. H&M have a well-established understanding of their target market—which is the high end fashion at lowest prices—and is much attuned to what the mainstream customers want and need. They enjoy a strong following among women, especially those in younger age groups who form the majority of their consumers, but also they continue to expand their men's collections to offer more for the male customer as they are an important sector of the market for H&M and their profits. By offering attractive prices, a wide range of fashionable collections which are frequently renewed, and maintaining a stable and strong presence in the prime shopping locations, H&M have ensured to keep a steady flow of customers walk through the door. H&M's goals are to appeal to the whole fashion market, and to achieve this they must maintain a varied range that enables the customers to shop by occasion, season and price range. The relationship between stock presentation and stock selection policies is directly linked to customer buying trends. An example of this would be how different sub-departments within H&M present their style houses. For