A Retailing Strategy: The Store is the Brand (DVD
and VHS)
©1999 Diamond Educational Productions, 20 minutes
# DEP-RS-SB, Price $128 DVD, $108 VHS
Traditionally, retailers have tempted shoppers to come into their stores by
offering an abundance of merchandise from a wealth of different vendors. While
this is still the route taken by the majority of retailers, many companies have
taken a different path and have restricted their inventories to just one brand.
Thus, today, more and more consumers are patronizing stores where the name on
the marquee and the merchandise are one and the same.
Known as The Store is the Brand, the concept is evident in many retail
operations. The Gap, Banana Republic, Eddie Bauer, Limited, Structure, Express,
Pier I, and Benetton are just a few. Each is explored to examine the concept.
Benetton, with 7,000 stores around the world, is visited in its flagship store
in New York City, as well as its factory that produces its merchandise in Italy.
Allan Ellinger, a partner in Marketing Management Group, discusses the trends
and importance of The Store is the Brand, as do key executives of King
Casey, Inc., a major marketing research organization.
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