Flannels Visual Merchandising

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Flannels Visual Merchandising


The aim of this conceptual paper is to address how the role of fashion and the public display of high fashion brands have contributed to the development of counterfeited brands. The fashion industry is a multimillion pound industry, and many consumers use branded commodities as a way of creating identity. And the main idea of this is to show that how bad the store in birmingham is doing and this is whay it needs a new look in order to get customers back in, and to stay ahead of teh competion and so that people see it as a luxiuos designer store.

This report focus on the marketing strategies of Flannels and its comparison to ither stores.Table of Content



Marketing Mix5




PEST Analysis7




Technological development10

Architects for Improving Superstore15

Getting the word out17




Keys to Success19


Positioning Strategy20

Offer Strategy21

Timing Strategy22

Market-Timing Strategy #1 -- Short-Term Timing.23

Market Timing Strategy #2 -- Long-Term Timing.24

Pricing Strategy25

Sales Force & Channel Strategy27

Communication Strategy29

Customer Service Strategy30

Competition Strategy32

Acquisition and Retention Strategy33

Acquisition is Good, Retention is Better33

Marketing Strategy34

Primary Research35

Sampling procedure35

Content analysis35




The main purpose of this research report is to make an analysis on the Flannels visual merchandising and the layout of the store. The Flannels Group Ltd offers a comprehensive range of designer women's dresses, means accessories, designer fashions, women's skirts, designer clothing U.K (Walters, 2000). Buy the best designer women's dresses, men's accessories, designer fashions, women's skirts, and designer clothing uk online.


Flannels Group is an upscale women's clothing boutique that will open in July this year. De Kliek, which means "the clique" or "circle of friends" in Dutch, defines the boutique and its essence of inclusion. Flannels Group selections and exclusive personal style services, which include a detailed Style Assessment, will ensure that our customers are well dressed(Olins, 1992). Flannels Groupis a woman-owned business currently organized as a Sole Proprietorship.

The UK retail fashion environment has emerged from the most recent recession with a heavy legacy.

Spending on clothing, fashion particularly, has not risen significantly between 1991 and 1995, fluctuating between -2 per cent and +2 per cent (Emap, 1997). This was the period during which the display function became centralised and often refocused as visual merchandising. In the same period, retail clothing prices have grown at a slower rate than inflation and in relation to household expenditure have shown no real growth.

Marketing Mix

Generally mature ladies, middle classed because products are not too expensive for ladies fashion. Different product range for clothes such as; casual wear, evening wear, work clothes also swim wear and under wear. Not very highly fashionable this is why it's classed for mature ladies. Quite basic clothes such as plain cashmere jumpers, trousers, jeans, plain t-shirts etc(Baker, 1992).


All ladies fashion is placed on a certain floor in the store, so it is easily found and is easy to locate, and find particular product. Because all work wear will be in one section, evening wear in another section. May have particular shoes/handbags in these sections however they also have their own individual section(Bacheldor, ...
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