Retail Practice and Theory: Roman Originals - Semester Report

This report provides a detailed analysis of Roman Originals, a UK fashion retailer, examining its operations within the context of the UK retail market. The report begins with an introduction to retail and fashion retail, followed by an overview of Roman Originals, including its features, location, and business formats. It then delves into the key relevant changes within the UK fashion retail sector, utilizing a PESTLE analysis to identify political, economic, social, technological, environmental, and legal factors influencing the company. The report also explores changes within the micro-environment, focusing on competitors and market dynamics. Furthermore, it suggests and discusses strategies and tactics that Roman Originals could employ to improve its market position, considering factors like buyer and supplier power, competitive rivalry, and the threat of new entries. The report concludes with recommendations and a summary of the key findings.

RETAIL PRACTICE
AND THEORY

Table of Contents
INTRODUCTION...........................................................................................................................3
Introduction to retail and fashion retail..................................................................................3
Introduction to the company...................................................................................................3
Key relevant changes within the UK fashion retail................................................................4
Relevant changes within the micro environment...................................................................6
Strategies and tactics that could be used................................................................................8
Recommendations................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Retail is termed as a process to make sale of goods and services of daily basis use to
customers through numerous from of distribution channels with an aim to earn high amount of
profits and revenues (Souiden, Chaouali and Baccouche, 2019). In today's modern world retail
organisations are fulfilling needs and demands of customers through the medium of supply
chain. Present report has been conducted in Roman Originals. Company was established in the
year 1957. Entity offers their services in Ladies clothing and accessories with having more than
150 outlets all across the United Kingdom. Present report include discussion on changes
prevailing in fashion retailing segment. In addition to this issues that are being faced by entity is
also covered in this report along with measures to overcome them.
Introduction to retail and fashion retail
The term “retailer” is specified when a service provider of small orders of big quantum of
individual who are stated to be end user rather than of providing for large scale order of small
quantum of corporate, government clients or wholesale. It has been identified that modern
retailing organisation undertake different type of strategic decisions such as types of store,
determination of market, customer service, effective product assortment, market Positioning of
retail store, after sales assistant and support services in retailing source. There are different types
of varieties and contents in retailing store that include large stores, strip shopping complexes,
indoor shopping malls and more. Fashion retail is mainly a segment within retail market that
provide lifestyle need And latest trends clothing to individual by offering them products and
services according to their demand in order to increase the satisfaction level. Fashion retailer
mainly define the strategies that start from their key positioning factors that include speed
channels, experience, assortment in order to differentiate themselves from their competitors.
Introduction to the company
Roman originals offer their services as a British fashion retailer that offers women clothing
and accessories. Organisation is having the primary operations in the provinces of United
Kingdom. Company offer their services since a long time in order to satisfy customers needs
while ensuring large space of profitability (Link and Scott, 2019). With their high quality
products company attracts attention of customers towards accessories and clothing that has been
offered by organisation.

Features of company: The main feature that has been whole by Roman original is that
company is committed and loyal towards their human resources with an aim to make
organisation topmost brand in retailing sector.
Location: Present organisation has their branches spread across United Kingdom.
Business format (Store Based): Roman originals operate their services in best effective
manner in UK provinces with having three channels that include Roman retail, Roman directory
and Roman International.
Business format (Non-store based): Roman Originals undertake orders through mail. In
addition with this company also offer their services via online shopping in which they have also
introduced attractive initiatives such as Roman Orignals day home delivery with minimum
charges of £3.99. In addition with this it has also been identified that consumer can return
products and items at any nationwide Store.
Classification by size: According to size, retail stores can be in departmental or High
Street size. In context with this Roman originals entity offer their services with having 150
outlets all across United Kingdom.
Classification by margin: It has been identified that Gross margins of Roman originals
significantly improved by 1.6 percentage points.
Key relevant changes within the UK fashion retail
Background of retail marketing: Retail market is signified as a procedure in which retailers
effectively engage in the process of promoting awareness and interest of the product and services
to generate large base of profitability by selling their essential. It is one of the most essential
commercial activities that offer opportunity to buy goods and services from numerous margins. It
has been defined that retailing Market mainly involves number of complex field in which there is
involvement of different types of selling of products.
Traditional distribution channel- In this distribution change products and services are reaches
to customers it mainly involved distributors, retailers wholesalers and others.
1950’s Manufacturer is king: In the year 1950 products and services manufacturers are
King. At that time needs and demands of customers are not preferred to be high that made
manufacturers of produce and customers as king.

1960’s Consumer is king: In this taste and preferences of customers are being included.
Organisation produces products and services according to the need and demand of customers. In
this customers are tend to be king.
1970’s trade is king- In this era organisation manufacture goods and services according
to the fashion and trade.
1980’s marketing emphasis: In this entity started to involve market emphasizes they
offer goods and services with the motive to increase the profitability while ensuring high
profitability and sales of organisation.
2000’s relation/ethical /societal influences on retailing- In this Era organisation
manufacture products and services as per the customer Lifestyle, demand and need along with an
aim to gain high profitability..
New distribution channels:
In this, entity undertakes different type of channels and distribution mode as to offer
goods and services. In addition with these E-Commerce sales is also being undertaken b Romans
original as to offer their products to different geographical location. In this organisation are
required to undertake different type of laws as to operate the business in best effective manner
while ensuring customer satisfaction.
PESTEL Analysis
It is termed as tool with the help of which organisation can effectively able to identify
factors that influence Organisation. In this external environment has been included as to gain
more competitive advantage. In relation with Roman originals mentioned below pestle analysis
has been conducted:
Political Factor: It includes tax policies, interest rates and more. Government of UK
implied new tax laws in UK. It has been analysed that, retail entities profitability and revenue
mainly get affected by government policies. Along with this there are some certain factors like
international trade laws, political instability are some of the factors that may have significant
impact over activities of Roman original. For this, it is essential for company to abide all the
policies of country. Further it has been identified that with the stability in Political environment
of UK it enables Roman originals to improve their productivity in best effective manner.
Economic Factor: In include inflation rate economic growth and exchange rate. Due to
Brexit there are many financial crises that undertake in UK economic environment that affect

organisation revenue and purchase behaviour of customers. In addition to this, it has been
evaluated that in UK customers are having more disposable income. With the advantage of this,
Roman original can improve their productivity by undertaking strategies as to gain competitive
advantage from economic environment of UK while offering their services in affordable trade as
to influence customers towards the products and services.
Social Factor: In include social and cultural change in society and individual behaviour
which is required effectively identify behaviour pattern of individuals in UK and further develop
strategies to satisfy them accordingly while increasing overall efficiency and profitability of
company (Ndebele, 2019). This has been evaluated that, within United Kingdom mind set of
individuals are changing on dynamic basis in context with fashion. In this, this is important for
Roman original is required to determined mindset, needs and perceptions of consumers as to
ensure more competitive advantages in marketplace. Along with this, it has been identified that
in UK individuals are more tend towards online shopping. Thus by taking advantage of this
factor Roman Originals is required to offer more online shopping facilities to customers as to
gain more profitability. In addition to this, it has been evaluated that, there are number of factors
such as fashion changes, income distribution and demographic changes
Technological Factor: It includes latest innovation and technology with the help of
technological advancements. Roman originals can offer the services to customers while different
online platforms through which they can also offer additional benefits in order to make customer
happy and further increase organisational profitability in best effective manner. In addition to
this, it has been evaluated that in UK there is significant rise in emergence of key online players
such as Zara, Superdry and more. In this, it is important for Roman Originals to undertake use of
different e-commerce platforms and website in order to ensure more market share holding.
Environmental Factor: In include environmental applications which are framed by
government and are required to be adhered by organisation. As Roman original is a
manufacturing organisation thus company is required to ensure that there is less wastage of
products in their manufacturing unit while ensuring environmental safety as to increase overall
value of organisation. Along with this, it has been identified that individual within United
Kingdom are inclined towards environmental safety, in this practices such as paper packing. For
this as to ensure consumer safety measures Roman Original must take use of environmental
friendly practices such as recycled materials. In addition to this entity can also attract their

customer and large market share by launching sustainable clothing lines and launch products that
are made from environment friendly organic cotton or friendly materials. With the help of this
company can not able to gain customer loyalty but can also take assurance of support from
government.
Legal Factor: In includes government rules, regulation and policies which is essential for
organisation to adopt. There are many rules and regulation that has been framed by government
of UK and are required to be implemented by Roman originals such as employee safety and
health care. With the help of this company can effectively able to increase productivity in a well
defined manner (Irfan, Siddiqui and Ahmed, 2019). This has been determined that, there are
many legislations and laws that are affecting clothing retail industry in the provinces of United
Kingdom. It has been evaluated that are, there are number of regulations imposed by government
of United Kingdom upon entities related to health and safety of labours, Workplace pension. In
this, all employees are eligible to take advantage of their rights in accordance with Department
for Business, Innovation & Skills 2016). Thus, in this it is essential for Roman Originals to make
sure that all the relevant laws and safety measures for employees are implemented in
organisational workplace premises.
Porter's five force
Buyer Power-High
Bargaining power of buyers is relatively high is fashion industry they have power to
switch retailers and push down prices. Because of high scale industries like Superdry, Zara etc.
bargaining power of customers are high. Thus, in order to take competitive advantage Roman
originals are required to offer trendy as well as high quality products.
Supplier Power- Less
In UK bargaining power of suppliers is less as most of the entities performing their
operations source their products from third world manufactures. This makes little control of
suppliers on respective industry. With the help of this, company by taking advantage of less
bargaining power of supplier, entity can effectively able to ensure their long terms sustainability
in marketplace.
Competitive Rivalry- High
It has been identified that, in United Kingdom there is high competitive rivalry prevailing
in fashion industry. As there are already existing and leading organisations those who offer

similar services and products. In this it becomes essential for Roman Originals to take advantage
of attractive attractive and effective form of marketing strategies and offer qualitative services
and products to customers as to gain more market share holding.
Threat of new entries- Low
This has been evaluated that in order to launch business in UK fashion retail industrial
sector organisations are required to make high investment and unique features as gain popularity
of services and products. In addition to this, by taking advantage of clever utilization of social
media technology Roman Originals can significantly boost their profitability and sales in a well
effective manner.
Threat of substitution- High
In United Kingdom fashion retailing organisation there is high threat of substitution as
there are already established and leading entities who offer attractive offerings to its customers.
In this Roman Originals by taking use of high tech technology and innovation can ensure high
satisfaction of customers.
Strategy
In order to overcome issues related to Brexit Roman Originals is required to collaborate
with small and local consultancy recruiters in order to ensure skilled and effective workforce in
business organisation (Ceylan, 2019). In addition to this, managers are also required to
effectively analyse factors that are prevailing in environment and further develop effective
strategies against them. Along with this, manager is also required to offer environment friendly
material to customers as to ensure that their organisational activities does not harm environment.
Further this has been evaluated that needs and demand in United Kingdom fashion retailing
segment are changing on continuous basis. For this it becomes essential for Roman Originals to
attract customers by offering them unique, trendy and affordable products. With the help of this
company can effectively able to maximise its profitability and productivity in a well defined
manner.
Relevant changes within the micro environment
SWOT Analysis
SWOT analysis is a strategic tool with the help of which organisation can effectively able
to evaluate their strength, weakness, opportunities and threats as to influence organisational

functions in best effective manner. Mentioned below SWOT in context with Roman originals is
mentioned.
Strengths Weaknesses
 Products and services that has been
manufacture by company are of unique
design and high quality that attracts
customers towards organisational
products which is the main source of
company revenue and high
profitability.
 Raw material that has been undertaken
by Organisation in their manufacturing
process has high quality through which
they offer high quality products to their
customers with quality fabric and
further customers of all ages (Dhakate,
2019). In addition with this by
undertaking highest quality fabric as
well as raw materials company
effectively offers best products.
 Roman originals have strong identity as
a fashion forward retailer and design
led. Organisation business is fast paced,
asp rational and exciting. In addition
with this with having enthusiasm and
Passion Company offer affordable and
timeless clothing to their customers
with personalized Customer services
that are easily accessible to customers
via offline stores and online platforms.
 Company lacks in positioning. In
addition with this management of
organisation face misbalanced in
between their cost leadership and
differentiation (Sola, 2019).
 Roman Originals have less involvement
in new and unique technologies in
manufacturing unit that affect overall
process of company

Opportunities Threats
 Company offer qualitative products and
services and have strong customer base
in UK Marketplace. There is a
significant opportunity for organisation
to expand their business in international
market places.
 Company can gain large number of
opportunities to undertake use of
innovation and modern technology in
their manufacturing an advertising
process as to gain attraction of
customers in order to ensure high
profitability of company.
 Roman original faces threat from the
strong competitors in Marketplace like
Superdry, Zara and John Lewis as these
organisations undertake use of high
technology and offer satisfactory
services to customer.
 In addition with this, increase in
government rules and regulation also
create threat environment for
organisation as it hamper organisation
to operate their business in a stable
manner.
Strategies and tactics that could be used
Competitor Analysis
Roman originals also face large amount of competition from the already existing brands
that operate their business in retailing industry as they also focus upon on offering high quality
products and services to customers in order to attract their attention and ensure high profitability
(Robinson, 2019). This has been further identified that within fashion retail market increase in
prices is basically connected with high-quality fabric along with made-to-measure garment and
excellent consumer services. With the help of this attention of customers can be gain in best
effective manner.

(Source: The Fashion Pyramid, 2019)
Wheel of Retailing
The wheel of retailing theory concept was duly coined by McNair. It has been identified
that this theory mainly tend towards new retailers those who make their entrance within
marketplace with having low profit margins as well as low prices in addition with low status.
Further it has been identified that the low prices is mainly because of result of some certain form
of innovative cost-cutting process. In simple words the wheel of retailing is mainly termed as
hypothesis that demonstrate cycle of a retailing entity (Fernie and Grant, 2019). In addition to
this, it evaluates life cycle of organisation dealing in retailing sector along with numerous levels
through which they pass. With the assistance of this theory organisation can effectively able to
explain institutional change that duly undertake when innovators such as large business house
make their entrance in retail segment. Mentioned below evaluation of 4 steps in this model is
being depicted:
Establishing and penetrating in the market-
At this step, present theory duly focus towards those retailers who are new in marketplace
with having low price. In this low prices mainly depicts off some innovative cost cutting
Illustration: The Fashion Pyramid

producers.
Expanding in the market- In this retailers those who hold much experience within
marketplace duly make expansion within their customer base with an aim to increase sales in
order to gain equivalent market share and profitability.
Stabilized business model attracting margins- At this step, organisations those who have
already established their position within marketplace effectively gain more profitability with the
help of taking use of high pricing strategy.
Entry of another retail competitor- This is an end stage of this theory within which
number of competitors make entrance in marketplace that further lead towards creating
competition for already performing entities.
Conflict theory
There are different types of perspectives in social and social philosophy that mainly focus
upon materialistic interpretation (Bonetti, Quinn and Perry, 2019). Conflict theory mainly tends
towards power differential that includes generally dominant ideology as well as class contracts.
With the help of this theory Roman original can effectively able to determine Revolution,
competition, war and structural inequality and can further able to effectively accomplish the
organisational goals. In addition with this with the use of conflict Theory Company can able to
identify competition that are prevailing in Marketplace and can able to resolve conflicts and
issues that arise. In addition to this, it has been identified that as per in accordance with conflict
theory conflict and tension mainly undertake when power, resources and status get divided in
uneven basis among individuals. Thus, with the effective implementation of this theory
organisation can effectively able to improve relationship among individuals in best effective
manner that further can lead towards better conditions of work. This further lead towards
stimulating working conditions in best effective manner that automatically stimulate high
productivity. In addition to this, it has been identified that conflict theory also benefit
organisation to provide better working and positive working condition to employees (Bos, 2019).
As limited resources create high possibility that conflicts in business environment may arise and
further influence organisational profitability and productivity
Recommendations
Recommendation for Roman Originals are mentioned below: