Retail Management - J Crew in Syracuse Destiny USA - Case Study Example

Case Study on Retail Management: J. Crew in Syracuse Destiny USA Case Study on Retail Management: J. Crew in Syracuse Destiny USA Q1. Target customer J. Crew in Syracuse has a vast customer target of all of groups of people, which ranges from men, women, boys, girls and babies. The store’s target is to obtain new customers and also increase their return visits (Chevalier & Gutsatz, 2012). A census on the retail population indicates the demographic statistic that, in the year 2000, the number of households reached was twenty seven thousand one hundred and twenty one in the primary trade area and seventy five thousand one hundred and two in the secondary trade area. In 2010, this number increased to forty-eight thousand three hundred and forty seven in the primary trade area and ninety six thousand eight hundred and ninety-four in the secondary trade area. The projection for the store by 2015 is to reach sixty thousand households in the primary trade area and one hundred and ten thousand households in the secondary trade area. In 2010, the median age was 32.8 and 36.7 respectively for the primary trade area and secondary trade area. With an average age been 32.1 and 35.49 as the primary trade area and secondary trade area respectively. By using the world’s best craftsmen and fabric mills, J. Crew offers a distinctive line of luxury lifestyle clothing. Most of its shoppers are women and often visit the store for its cashmere sweaters. Q2. Competitive advantage Offering of quality products and services that the stores competitors do not offer gives the store an advantage (Chevalier & Gutsatz, 2012). With strategies put in place to overcome the lower prices the competitors have, for instance by ensuring that the store has a wider selection the consumer can pick from. The store went an extra mile of doing market research that constituted of a consumer study where there was an inquiry of what the customers preferred. Other factors were, the most affordable and favorable prices, what they valued most regarding products and services provided, as well as what they valued least about the store’s business. Through the inquiry, the store managed to know what exactly it is the consumers anticipated having. The store management shopped in their competitors store and experienced their customer service first hand (Chevalier & Gutsatz, 2012). They spoke to a few shoppers and were interested in knowing what the shoppers liked and disliked about their competitors store. This gave them a chance of improving on their customer service and working on the likes, dislikes that their competitors had. The store dared to be different and focused on a narrow but profitable niche rather than possess a little of everything. J. Crew has a product depth where with the products and services they offer these appeal to a wider range of customers. What makes the business unique is that they have focused on obtaining the finest craftsmen and working on fine mills the end product results to the best cashmere sweaters available. Emphasizing on the originality intrigues the customers as customers are attracted by the unusual and the thought of getting something special. The store has created a comfortable, cozy environment within their store creating an edge over its competitors. The store is also open to a little haggling when it comes to pricing; hence the customers feel as if they were setting their own prices. The store also manages to have personal attention with its clients where every customer is treated as the best customer. This makes the customer feel wanted and comfortable that the owner cares about their needs and wants. With the store’s target market, it has managed to capture as many consumers as it can by having a product depth which meets the customer’s need the cashmere sweaters are the best. Q3. Merchandise Mix The store has a combination of multiple quality merchandise that it sells mostly in terms of fashionable apparel for women. The range of merchandise includes flannel pinstripe pants that have a range of colors from darker shades like the grey to more flashy ones like pink that retail from $ 50 to $ 100 depending on size and yarn such as cotton, and silk. The other major merchandise sold is cashmere sweaters made from cashmere wool, which trend among fashion icons and retail from $ 500 for their rare raw material. The store specializes in weddings collection dresses in different shapes retailing for $ 60. The fourth distinct category of merchandise is blazers and suiting bottoms that go for $ 110 and $ 70 respectively. Finally, there is an assorted section with loads of hats, scarves, and shoes with many bright colors, glittery options, and metallics, all at a flat price of $ 100. Q4. Facility Store J. Crew in Syracuse Destiny USA is located on 9090 Carousel Center in Syracuse, New York City 13290, in the United States (Chevalier & Gutsatz, 2012). The store is approximately about five thousand square feet with reflective tile floors and some wooden blocks made from mahogany to bring a natural feel to the store. The store exhibits a free flow layout with enough space between the clothing rails to allow the target customers or shoppers ease of movement in the store making for stress free shopping. The window displays are limited and shiny with each window displaying minimum items as a portrayal of the store’s specialty. There are bright colors on different walls and floral scents for putting customers in a good mood encouraging shopping. Color schemes start with a theme from the right hand side of the store to the far left indicating a partying mood, wedding bright colors, to cool colors in the sweaters and cashmere section. The store is secured right from the entrance by physical presence of security guards and metal detectors at the entry as well as CCTV cameras at various strategic positions. There is ample lighting and flashy chandeliers to enhance the color schemes and display. Q5. Customer Service / Communications and Marketing The store offers personalized service with over fifty in-store attendants and three specialized customer care supervisors. Once a customer walks into a store, they are greeted warmly and left to give information to the attendant as to what they might be looking for at J. Crew. The rationale behind having the in-store attendants is to make the customers shopping experience more informed and less stressful as they go through the store in search of merchandise (Chevalier & Gutsatz, 2012). The store has a website for online marketing, which is regularly updated and conducts sample and quarterly sales that get advertised on local media platforms, billboards and brochures, as well as handbills distributed from person-to-person. Reference Chevalier, M., & Gutsatz, M. (2012). Luxury retail management (1st ed.). Singapore: Wiley. Read More