Fashion Clothing Market: Reiss Brand Strategies and Analysis Report

This report provides an in-depth analysis of the Reiss brand within the UK fashion clothing market. It begins with an overview of the company, its operations, and its position within the market. The report then delves into the key changes affecting the fashion clothing market in the UK, including political, economic, social, technological, legal, and environmental factors, using a PESTLE analysis. The micro-environmental factors relevant to Reiss, such as customers, employees, competition, and suppliers, are also examined. Furthermore, the report outlines tactics and strategies that Reiss can employ to respond to these changes and maintain its competitive edge, focusing on legal and technological factors. The report concludes with recommendations for the brand's future strategies.

Retail Theory and
Practice

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview of the company:..........................................................................................................1
Key changes in fashion clothing market within the UK.............................................................2
Relevant key changes within the micro environment.................................................................3
Tactics and strategies that can be used by retailer in order to respond huge changes in the
fashion clothing market...............................................................................................................4
Recommendations.......................................................................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
The word retail refers to the process of selling product and services to the customers by
lots of channels of distribution in order to earn higher profit with good sales. On the basis of this,
satisfied retailer always analysed their supply chain concept which is very useful for them to get
proper goals in an effective manner. Retail markets have lot of shops in everywhere across the
globe by which they can offer different varieties of clothes to consumers effectively. For better
understanding of this topic Reiss brand has been selected as an organization which is a UK based
retailing store and deals in clothing industry, developed by David Reiss in the year of 1971 in
London, England. Along with this they have 160 stores within the UK. Furthermore, discussion
of this assignment will be based on key changes within the UK fashion clothing market. At last,
tactics and strategies can be used by the retailer in order to respond few changes within the
fashion clothing market will get covered (Bernon, Tjahjono and Ripanti, 2018).
Overview of the company:
For this respective assignment Reiss brand has been taken in order to understand the
more about fashion retaliating clothes. As it is the UK based organization which has retailing
store chain and formulated by David Reiss. Along with this, it makes attractive clothes for men's
and women's with having 160 stores into 15 countries. The first store of this company in London
which sold clothes for men's. Size of this respective brand is much effective as it won different
type of awards like RIBA, BCO as well as Civic trust award. According to the market scenario
of UK it is very famous brand who is having large number of clothes with several varieties in an
effective manner (Bowen, 2016). In order to gain more and more profit comp[any is required to
have good relationships with customer’s by giving them proper and appropriate clothes in a
systematic way. Along with this they also needed to have mortar and brick store which is a retail
outlet and business by which they can sell their products from several location of shops and
stores. On the basis of this they can have several stores by which they can achieve their goals in a
perfect manner. As this brand has good position within the UK so that it is a opportunities for
that in order to expand their business in different countries and able to accomplish goals in an
effective manner. Now this can be said that if company will apply unique strategies on their
retailing stores than they are able to get better results for future.
1

Key changes in fashion clothing market within the UK.
In the present world there are lots of competition between companies by which they can
get loss and profit both (Chudik and Pesaran, 2016). On the basis of this some times they are not
able to fulfil customer's requirement in a short period of time. Wherein, macro environment is
the situation that mainly exist in the overall economy as compare to the any kind of region and
sector as well. On the other side macro environment generally includes in the various trends like
inflation, gross domestic product, monetary, spending and fiscal policies as well. In order to
understand the changes within the UK fashion clothes industry, there is PESTLE analysis
(Pestle, Economical, Social, Technological, Legal and Environmental) is given, those are
mentioned below:
Political Factor: According to this factor government apply various number of laws and
regulation by carrying the business activities in a systematic way. Some times political factors
and activities as well can influence the business situation and sales of any retail market within
the UK. In reference with the Reiss brand, they have different kind of product in their shopping
stores for men's, women's and kids as well. Therefore, UK government can affect these functions
of this industry like they faces various challenges in the marketplace and so many laws and
regulations. In order to overcome these factors respective brand is needed to follow all the
government rules for better opportunities (Bradlow and ET. Al., 2017). So that these type of
changes bring effectiveness within the clothing retail industry in UK market.
Economical Factor: It is based on the economic condition of business if it will be strong
in the business place than household flow as well as retail business will be very smooth and
effective. This all because the supply chain of retail business are totally depends upon the
products. When UK government has apply several rules on the businesses than retail sector can
get affected. In regards with Reiss brand, they are following economic structure of UK
marketplace in order to achieve their goals in an effective manner. They can directly affect by
the economic structure but they already apply unique strategies and bring innovative change in
their fashion clothes industry. By this they can achieve their target in a perfect way.
Social factor: These factors refers to the changes in li9festyle that have different kind of
changes within the business and shopping. According to the several changes in the market of UK
business it can affects the buying behaviour of people and also changed their mindset
2

accordingly. As per this respective company or clothing brand is needed to apply good strategies
and aspects in order to grab potential customers. Along with this there are various social terms
such as age distribution, population rates, demographics that mainly influence the business in
both positive and negative aspects.
Technological factor: In the current scenario, there are different changes within the
technological changes so that it influence people as well as business. According to this Reiss
clothing brand uses effective and unique technologies in order to make their company attractive
and bring attractive products for future development (Dholakia, Dholakia and Chattopadhyay,
2018).
Legal factor: There are various sort of legal factors which all are includes in the legal
laws and governmental factors which is made for country business. As per this, it examine the
illegal trafficking of retail industries product so that Reiss brand is needed to follow effective
laws and policies for running their business in a smooth way.
Environmental factor: According to this all retailers within the UK market have
different kind of energy level and they also very conscious for the changes in environment. So
for this they already providing proper product by which they can not get affected. In reference to
the Reiss brand they are making unique product in order to achieve their customer's target. Along
with this they are following all environmental changes like policies and rules govern by the local
government of UK by which they can protect their stores in different locations.
Relevant key changes within the micro environment.
In regards with economic world, this can be said that there different kinds of micro
environmental factors that influence retail fashion clothes industries. Wherein, micro
environment factors mainly involves in the availability of resources, impact in persons and
business and so on. Therefore, it is necessary for Reiss brand to understand their overall micro
factors that can influence business in a negative way (Elbeltagi and Agag, 2016). In order to
improve all these things they should make proper planning so that they can stay in the market for
long period of time. There are different kind of factors which influence business, those are
mentioned below:
Impact of customers: In the present world, all consumers have direct impact from the
micro economic factors on the business. Therefore, respective company is not able to operate
their functions without targeting any consumers within the industry. For this company is needed
3

to understand their customer's knowledge and ideas and than should make proper marketing plan
for them to achieve their own goals (Teller, Alexander and Floh, 2016).
Employees availability: As retailing stores offers their product and services to their
customers so that they should have proper employees into the retailing store in order to gain
economic success within the business. Respective firm should always keep effective technique
for better work.
Competition level: This term also influence business activities because within the UK
market there are lots of retailing shops who have unique items and different varieties of product
so that Reiss brand can affected by them. In order to overcome these factor they should apply
proper strategical approach for grabbing potential customers (Grimmer and ET. Al., 2017).
Investor availability: Investors and shareholders are the main effective and essential part
of business who always support them and develop business opportunities for future. In regards
with, Reiss brand they should mainly focuses on their investors in order to gain their
opportunities and should also support to them by giving expert advice.
Channels of distribution and supplier: According to this company has several goods or
items which is used for production process in order to distribute goods to their customers. For
Reiss brand they required to get good value of customer's purchase for gaining better solutions
within the company.
The generic public and Media: As per the business market within the UK country they
can get affected by different media. Therefore, Reiss brand is needed to give support for their
employees and local people by giving them job opportunities, good pay and salaries so that they
can work accordingly and able to understand their roles and duties. On the basis of this,
respective company is able to gain profit and achieve success in a higher level.
Tactics and strategies that can be used by retailer in order to respond huge changes in the fashion
clothing market.
From the above discussion this can be said that there are different kind of factors which
influence Reiss brand. In order to overcome these factors company followed several strategies
and aspects so that they can gain better image in front of the market and able to develop goof
strategies in an effective manner (Grzeskowiak and et. al., 2016). But there are some macro
environment factors which heavily impacted on the Reiss brand, those are listed below:
4

Legal factor: As per this factor government applies different kind of legal rules and
regulation for every business in order to improve economic condition for better future. In
reference with Reiss brand, this factors affected a lot to their business operations because
according to government laws and regulation they changed their all kind of function in the
business so that they can manage their working situation in to the retail sector in an effective
manner. Therefore, company is required to follow all kind of legal rules and regulations to grab
potential customers in an effective manner. In order to overcome these kind of factors company
needed to apply unique strategies and tactics are given below:
Budget for legal cost strategy: For overcome these factors and apply new and
innovative method on businesses programmes Reiss brand is able to remove these challenges
which they are facing in the UK market and promote their product at higher level for gaining
better achievements in a perfect manner (Kamran-Disfani and et. al., 2017).
Technological factor: This factor also influence this respective organization this is
because in the current period of scenario there are different people who are applying effective
technologies in order to impress their customers in an effective manner. For this they are apply
unique techniques like LED in their shops and stores and digital screen by which customer's can
select their product easily. In reference with the Reiss brand they can get affected because these
effective techniques can reduce their sales and income negatively. Therefore, respective
organization makes strategy for minimise this factor, given below:
Efficiency of operation strategy: According to this strategy technology can helps to
business in order to understand their cash flows and requirements. With the help of this they can
make trust on the customers and able to make influence them (Syntetos and et. al., 2016). When
present company will apply innovative techniques in their shops and retailing stores than they
can easily get proper sales and revenue at higher level. Therefore, technology is necessary for
every business in a perfect manner.
Political factor: It is one of the large factor which influence the respective organization
Reiss brand, just because according to this company should follow government laws and tax
rates otherwise they will not able to sustain within the long period of time into the UK market.
Therefore, company is allow to follow all taxation policies and government rules. On the basis of
this they can make their business better and able to sale their fashionable product with different
5

varieties in an effective manner. For making business better there are some strategies, those are
given below:
Effective use of government policies: According to this, present organization should use
these policies properly so that they can easily extend their business within the UK market in
order to achieve their goals. With the help of this UK government policies and taxation rates they
can easily understand the customer's style of purchasing towards the clothes and able to manage
all the situation in business. According to this they are require to manage their work and easily
able to make innovative things on the basis of these government rules and regulation in an
appropriate manner (Klein and et.al., 2016).
Apart from this there are different type of micro environment changes by which company
can get affected but have lots of ideas to overcome their affect in a perfect way. On the basis of
this there are different kinds of strategies those are mentioned below:
Competition level: As per the present scenario, in the marketing concept of UK, there
are lot of shops and retailing stores which provide different kind of clothes and fashionable
clothes for men's and women's in order to influence them in an perfect manner. In order to know
more about this there are different kinds of strategies in order to reduce these negative effect
from the company.
Strategy for overcome competition level: In order to reduce these kind of competition
form the organization manager of this company is able to make proper and accurate plan by
which they can give better services and product for their customers in a perfect way. On the basis
of this Reiss organization can make their achievements in order to get higher goals and
objectives in a particular way (Ko, Phau and Aiello, 2016). Therefore, this can be said that
competition is good thing but more competition overcome the factors and make effective
organization.
Impact of customers: According to this factor, consumers are the only one who always
showing their interest in order to buying clothes in an effective manner. But some times it
influence the Reiss brand because as customers have the power to select their product
accordingly on the same time company is not able to apply low prices on their product due to the
marketing condition in UK. Therefore, there are some strategies in order to reduce these impact
from an organization, given below:
6

Strategy for overcome impact of customers: In order to minimise these influence from
the company than company is required to have proper arrangement of online shopping systems
by customers can easily purchase their desirable product so that by using this concept respective
organization can achieve their goals and objectives in a perfect manner. Therefore, it is much
effective concept for making proper potential customers and gain higher profits with higher sales
in a perfect way (Lee, 2018).
Recommendations
From the above report it has been clarify that retail industry is one of the fastest growing
industry in which people can make lot of plan for gain better output as per the future scenario. In
order to make unique ideas and plan most of the company are able to make effective use of their
techniques and implements on their ideas as well. There are some future recommendations by
which Reiss brand can overcome their challenges and make their organization effective, those
are listed below:
 In order to overcome different kind of challenges it has been recommended that Reiss
brand should apply effective strategies in order to make company attractive as well as
best retailing store within the UK.
 For more improvements within the organization it has been recommended that Reiss
brand should hiring effective and higher skilled employees who can face different kind of
challenges within the UK market.
 This representative organization should apply problem solving skills in their business
functions by which employees of this industry can get higher pay and able to work
effectively.
 It has recommended to this organization that they should have customer support team by
which they can easily resolved the query and issues of their customers by which they can
achieve targeted goals in an effective way (McDONALD, 2016).
 Along with this they should have good appraisal performance system and recognition of
employees that can helps them in order to gathered proper feedback from customers
while providing them designing and fashionable clothes in a particular way.
 At last it has been recommended that this respective company should apply appropriate
technologies in order to face huge challenges within the market. If company will follow
7

all kind of government rules and regulation than they can make better opportunities for
future.
8

CONCLUSION
According to the above respective report it has been concluded that, retail industry sells
their product directly to consumers by which they can get different varieties of clothes within the
UK market. For this present report Reiss brand has been selected that is very famous and
attractive in front of people. According to the UK market situation company faces so many
challenges within the clothing industry market because there are lots of competitors. In order to
reduce these factors company makes effective strategies and approaches in order to achieve their
goals and objectives in a perfect manner. Along with this, micro and macro environment factors
also affected this brand so that they can easily apply all legal rules and regulations. Apart from
this there are some recommendations for this company in order to expand their fashionable
clothes within the different countries. Therefore, it is compulsory for an organization to follow
every step of UK market to achieve their goals and strategies. With the help of this they can get
lots of future opportunities so that they able to higher sales and revenue within the short period
of time.
9

REFERENCE
Book and Journal
Bernon, M., Tjahjono, B. and Ripanti, E. F., 2018. Aligning retail reverse logistics practice with
circular economy values: an exploratory framework. Production Planning & Control, 29(6),
pp.483-497.
Bowen, D. E., 2016. The changing role of employees in service theory and practice: An
interdisciplinary view. Human Resource Management Review, 26(1), pp.4-13.
Bradlow, E. T., and ET. Al., 2017. The role of big data and predictive analytics in retailing.
Journal of Retailing, 93(1), pp.79-95.
Chudik, A. and Pesaran, M. H., 2016. Theory and practice of GVAR modelling. Journal of
Economic Surveys, 30(1), pp.165-197.
Dholakia, R. R., Dholakia, N. and Chattopadhyay, A., 2018. Indigenous marketing practices and
theories in emerging economies: Consumer behavior and retail transformations in India.
Journal of Business Research, 86, pp.406-415.
Elbeltagi, I. and Agag, G., 2016. E-retailing ethics and its impact on customer satisfaction and
repurchase intention: a cultural and commitment-trust theory perspective. Internet Research,
26(1), pp.288-310.
Grimmer, L., and ET. Al., 2017. The impact of resources and strategic orientation on small retail
firm performance. Journal of Small Business Management, 55, pp.7-26.
Grzeskowiak, S., and et. al., 2016. Linking retailing experiences with life satisfaction: the
concept of story-type congruity with shopper’s identity. International Journal of Retail &
Distribution Management, 44(2), pp.124-138.
Kamran-Disfani, O., and et. al., 2017. The impact of retail store format on the satisfaction-
loyalty link: An empirical investigation. Journal of Business Research, 77, pp.14-22.
Klein, J. F., and et.al., 2016. Linking pop-up brand stores to brand experience and word of
mouth: The case of luxury retail. Journal of Business Research, 69(12), pp.5761-5767.
Ko, E., Phau, I. and Aiello, G., 2016. Luxury brand strategies and customer experiences:
Contributions to theory and practice. Journal of Business Research, 69(12), pp.5749-5752.
Lee, K. C., 2018. Grocery shopping, food waste, and the retail landscape of cities: The case of
Seoul. Journal of cleaner production, 172, pp.325-334.
McDONALD, M. A. L. C. O. L. M., 2016. Strategic marketing planning: theory and practice. In
The marketing book (pp. 108-142). Routledge.
Syntetos, A. and et. al., 2016. Supply chain forecasting: Theory, practice, their gap and the
future. European Journal of Operational Research, 252(1), pp.1-26.
Teller, C., Alexander, A. and Floh, A., 2016. The impact of competition and cooperation on the
performance of a retail agglomeration and its stores. Industrial Marketing Management, 52,
pp.6-17.
10