Fashion Retailing: Characteristics, Policies, and Trends.

FASHION RETAILING

Table of Contents
Introduction................................................................................................................................3
P1 Explaining the characteristics of the market targets in different fashion retailers................3
P2 Explaining the required policies of different fashion retailers in relation to their retail
service offer................................................................................................................................5
Opening hours policy:............................................................................................................5
Return policy:.........................................................................................................................5
Pricing policy:........................................................................................................................6
Customer service policy:........................................................................................................6
P3 Describing the trends of fashion that influences the process of its development.................6
P4 Describing the different impacts of fashion trends on the retail services.............................8
P5 Explaining the need of target market satisfied by the image of selected fashion retailing
brand...........................................................................................................................................9
Retail Image..........................................................................................................................10
Range of product..................................................................................................................10
Customer service and Staff...................................................................................................11
P6 Differences in the characteristics of a niche fashion and a mass market retailer................11
Demographic........................................................................................................................11
Psychographic.......................................................................................................................12
Price preference....................................................................................................................12
Conclusion................................................................................................................................13
Reference..................................................................................................................................14

Introduction
The assignment explores the different trends related in terms of fashion industry, in order to
acquire the research analysis of the two fashion brands of UK including John Lewis and
Burberry. Moreover, the fashion retailing has been the most available trend from the
perspective of business operation in the modern society. The business organisation tends to
get directed towards the most frequent change prevailing in the society. Therefore, in addition
to the above, the respected change be easily recognised with the most important variable of
fashion retailing organisation. The assignment further explains the different characteristics of
market target in brands.
P1 Explaining the characteristics of the market targets in
different fashion retailers
As indicated by Ballantine et al. (2015, p.503), the important part of every organisation lies
in the manner of operating in the industry in order to get hold of the target market along with
the characteristics affecting it. Therefore, the following assignment solely depends on the two
fashion brands of UK including John Lewis and Burberry. However, the above mentioned
fashion brands are associated within the same retailing industry, therefore, the concerned
characteristic for each retailing brand according to the aims targeted by each of them. The
concerned target market of John Lewis is made on the consumers that belong to the high class
of people whereas; the Burberry targets the lower income consumers (Fernieet al. 2015,
p.110). The mentioned John Lewis targets the customers that are interested in buying the
different fashionable clothes along with accessories. Moreover, the Burberry as a fashion
retailer prefers to satisfy the customers interested in the various fabrics along with the
clothing that are available for men, women and children along with the accessories. There are
44 stores available for John Lewis, so that the concerned company can attract every possible
customer around the globe. However, the Burberry has 3,200 stores around the globe, as the
concerned is highly demanded for all types of customers, for its low cost products as
compared to the John Lewis (Burberryplc.com, 2016).

Characteristics John Lewis Burberry
Dermographics Age: 10 years - 40 years
Gender: Children, Male and
Female
Income: Higher Class
Age: 10 years - 50 years
Gender: Children, Male and
Female
Income: Lower and Upper Middle
Class
Psychographics Lifestyle
 Expensive
 Updated
Lifestyle
 Affordable
 Latest trends are followed
Geographic
Location
 Fashion Trendy people
 In limited parts of the
world
 Urban people
 Worldwide
Table 1: Comparison between John Lewis and Burberry in terms of Characteristics
(Source: Rezaei, 2015, p,14)
The Retail outlets of John Lewis and Burberry refer to the stores that sell different types of
products in different departments allocated of big stores. The concerned fashion retailers of
John Lewis and Burberry have various types of retail outlets, mentioned as,
John Lewis Burberry
Multi brand Fashion Stores Multi-brand Fashion Store
Single brand Fashion Stores Single brand Fashion Store
Department Stores Department Stores
Online Catalogue Business Online Stores
Table 2:Comparison between John Lewis and Burberry
(Source: Learner)
As indicated by Fernieet al. (2015, p.110), the above comparison can be easily made
understood that the brands mentioned in order to operate the same fashion retailing brand
industry, tends to have different target market. In case of John Lewis, there are other three
forms of retail stores that are also conducted by John Lewis. These retail stores comprises of