Retail Theory and Practice

Retail theory and practice

Contents
INTRODUCTION...........................................................................................................................3
Introduction to company.........................................................................................................3
MAIN BODY...................................................................................................................................4
Key relevant changes of UK fashion clothing market............................................................4
Relevant changes within micro environment.........................................................................6
Strategies and tactics that are appropriate for retail organisation...........................................7
Recommendations..................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
The term retail marketing refers to the institution or the persons who play role of
distributing and delivery products and services to end consumer. Goods are designed and
manufactured for so they are purchase and consume by individuals and it is the responsibility of
retailers to provide and take products towards final destiny to consumers. In the present scenario,
the term retail is derived from French word retailers that are for cut a piece, a break down. The
term retailers buys products in large quantity and sell them in market within small quantity for
satisfying needs and wants of customers in an appropriate manner. This report is written from
perspective of H&M and it one of leading fashion brand that satisfy needs and wants of
customers at global level (Weber, 2014). Moreover, this report highlights on changes of UK
fashion clothing and also recommendation will be generate for responding towards overcoming
from major changes that occur in market.
Introduction to company
Hennes & Mauritz AB is a Swedish international clothing retail organisation that operates their
business in fashion industry. In the present scenario, H&M is well-known for its clothing related
with men, women, children and teenager. Along with this organisation is operating their business
at global level with help of managing store in 74 countries by operating and controlling more
than 5000 stores at international level. Along with this there are various tasks performed by
management and this aids an organisation for completion of their work with use of completing
work according to current clothing trends. Along with this H&M is second largest global clothing
retailer and it is developed by organisation for managing task with offering products through use
of performing online and offline methods to approach large number of customers. Moreover,
scope of clothing industry is too wide and it aids business to complete task by performing all
work with more efficiency specifically offering clothing with current trends. There are various
task performed by management and this insists individuals for managing and completing work by
use of current methodologies to design unique clothes (Teufel and Zimmermann, 2015). This
results needs and wants of customers are satisfied in an organised manner. In the year 1974,
H&M management listed themselves within stock market. There are various task performed by
management and it is designed with motive of appealing investor and financer and this leads

management to complete all work by engagement about expansion of business by gathering
funds from market. Moreover, organisation engaged all persons to sale items which are used to
distribute about online perspective for registering catalogue about company products. Product
portfolio of H&M is too broad and wide and it helps to attract more number of individuals by
offering products to person at large level. Moreover, all products provided by respective
organisation are good in quality and it is use by management for completion of task according to
requirement of consumers.
MAIN BODY
Key relevant changes of UK fashion clothing market
In the present scenario, there are various task performed by respective organisation which is
used by management for improving company profits and goodwill (Swoboda, Elsner and
Olejnik, 2015). But with globalisation aspects it is complex to perform all work in an organised
manner due to different challenges among market. Some challenges that are faced by H&M
while operating business in UK fashion clothing market are discussed as below:
 Political factor- Organisation such as H&M exists at global level so it is essential for
management to monitor and overview all functions and operations of business. In the
context of UK, Political conditions are stable and this is used by management to
complete task according to decided task. In context of H&M management consider
themselves with motive of implementing fair working conditions. The changes monitor
due to political factor is increase in tax and cost of operations. One of the major
challenges in political aspect defines Brexit aspects and it is used for completing work
according to political grounds. It creates challenges for H&M because operation cost for
business in increased because most production units are established in UK.
 Economic factor- The decision of Brexit creates challenges and this is used by
management for managing work with business aspects. There are various operations
performed and it is used to generate signs by political turn in profit-making. Along with
countries labour laws make significant changes due to this profits for business are
reduced (Soma, 2019). Change which is monitored in clothing industry is that
individuals stop to make expense on expensive clothes. Moreover, H&M charge
premium price from purchaser so the norms related with economic policy is increased