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Retail Analysis For this assignment you will be building an extensive retail portfolio, showcasing a profile of the business, its product, it’s advertising, customer relations used along with an analysis of the retailer

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Retail Analysis For this assignment you will be building an extensive retail portfolio, showcasing a profile of the business, its product, it’s advertising, customer relations used along with an analysis of the retailer. You will be using the information you have learned throughout the course as well as your critical thinking skills to design a portfolio for a retailer or e-commerce site of your choice. You will use the following heads and subheadings to complete the assignment. You will also develop a cover page and a APA reference page. Be creative and professional in the development of your portfolio. Unlike your other assignment in this course, this assignment should be written as a paper. Please use in text citations (.25 Points) as well as an APA reference page (.25 Points). **You may pick a retailer you used on any previous assignment. This can actually help with some of the research. You may use information from your previous submits but please change the wording, meaning don’t just copy and paste from your past assignments. • Cover Page (.25 Points) o Name of retailer/e-commerce site you selected o Your name o Class # • Table of Contents (.25 Points) o Heading titles and page numbers • Retailer Profile: (20 Points) In this section you’ll be highlighting the details of the retailer/ecommerce site and providing in depth information on the background of the business. o Mission Statement: Locate the businesses mission statement. If they don’t have one you can feel free to build one from their keywords or messages. (If you do create a mission statement just make sure you tell the reader you developed the statement.) Use sources. o Retailer Type and Background: ? Is your retailers a chain store, franchise, e-tailer, independent store, department store, specialty store, etc.? (Use sources if needed, you also may just know this information. ? Give a brief background on the store. Founder, how it started, and important information you feel the reader should know. (One to two paragraphs) Use sources. ? Give detailed information on number of stores, popular or successful locations you may like to highlight. Is the retailer local, global, regional, or nationwide? (Use sources) If you are researching a e-tailer please make that clear in this section. ? Vertical/Horizontal Integration: Does your store use either. If so explain. If not you can skip this subheading completely. (Use sources to explain.) Retail Analysis o o Target Market: provide detailed information on the target market. Use sources. Don’t guess. Be very detailed. Target Market Profile: Create a profile of the target market using demographics and psychographics. Be creative, use templates, images, fun colors and fonts to create an image of the target market. Here is an example to help: Image Reference: https://www.slideshare.net/TeganSmith6/audience-profile-71435367 o o o o • Vertical/Horizontal Integration: Does your store use either. If so explain. If not you can skip this subheading completely. (Use sources to explain.) Competition: Select two competitors to analyze. Describe in detail why you selected them as competition. Why are they in direct competition with your retailer? Do they have similar target markets? Similar product? Or to they promote in a similar way. You should utilize sources and provide meaningful insight into the two competitors. Are they doing anything better than your retailer is? How does the competition excel? Technology: How does your retailer utilize technology in store or on-line? Do they offer BNPL? Are they a subscription service? How they have I-Pads in their store. You may want to review the PP on Technology to help. You can use a combination of your own experience and sources to help answer this question. Showcase at least two examples of the retailer utilizing technology. Current Events: Find up to date information on anything new and exciting the retailer is doing. This should be information from this year or last year. You should highlight at least two current event items for the retailer. Be very detailed, teach the reader about these new events. Use sources. Product: (20 Points) This area will focus on the merchandise the retailer sells. o Fashion Lifecycle: At what stage in the fashion lifecycle is the retailer’s product act? Define the stage and explain why you feel it is at that stage. Be detailed. Use sources. o Product: ? Does the retailer work with wholesale vendors or have private labels? If so pick two wholesale brands or private labels to discuss in detail. You should cover the type of product (example: denim, athleisure, etc.), pricing, and any background information you can find on the brand (Examples: Are the labels having success? Are they well known? Is the product unique, inexpensive, sustainable, or known for its quality.) Use sources. Retail Analysis ? ? ? ? • If the product is a store brand you will focus on all areas of the above bullet point that you can. You don’t need to cover background information that you may already covered in the retailer profile section. (No need to repeat.) Is the product basis or fashion stock? Or is it a combination of both? Describe the breath and depth of the assortment. You can use sources or go off your own knowledge from visiting the store or site. (If you need a refresher this information is on Slide 9 of our Chapter 4 The Product PP.) Is the retailer currently involved in any collaboration? (Example Kendall and Kylie for PacSun) Describe the collaboration and do research to teach the reader about this collaboration. Use sources. Customer Relations: (15 Points) In this section you will describe how the retailer builds and retains a relationship with the customer. o Selling Style: Does the retailer use salon selling, general sales associate assistance, or is it self-service. If you think the retailer uses a combination, please explain. You should not be going off memory you should find available on the style of selling. If you are studying a e-tailer you may have to use insight and critical thinking skills to make a decision on the selling style. o Customer Service: Do research to highlight some of the benefits/features of the retailer customer service. For example do they make sure to have a sell staffed sales floor? Does their website provide a chat feature for customer service? Do you they offer customers things like free tailoring? Pull information from the store/site as well as articles you find. Use sources. You should provide at least three examples of customer service provided. (Hint hint: use slide 9 in the PP on Customer Relations to showcase the types of service used.) o Customer Loyalty: Provide strategies the retailer engages in to build and retain customer relationships. How do they go above and beyond. Examples: loyalty programs, memberships, points on purchases, phone applications, special discounts for members, etc. Showcase at least two examples. Be detailed. Use sources. • Advertising/Promotion/Visual Merchandising: (20 Points) In this section you will be providing information on the advertising/promotional methods used as well as the visual merchandising. o Unpaid Promotion: What unpaid promotion does your retailer use? Include retail publicity and public relations. (Slide 5 on The Promotion PP). Describe the unpaid promotion that you selected to showcase. Be detailed. Use sources. Provide visuals. o Paid Promotion: What paid promotion (advertising does your retailer use? Showcase both promotional and institutional and explain why it falls under that category. Be use sources. Provide visuals. Retail Analysis o Sales Promotion: Explain any sales promotions used by the retailer. Example semi-annual sales, seasonal clearance ranks, etc. Use sources and provide visuals if possible. o Visual Merchandising: Describe the visual merchandising/ presentation used? How o does the retail attract the customer with its visuals. You can talk about things like store exterior, open/closed window displays, layout of ecommerce site, signage, interior display, and/or the floorplan. Does the retailer do anything that is above and beyond with visual merchandising? This can be from your own experience or you can use sources. (Hint hint: slide 5 on your PP for Presentation.) Images: Include images that highlight the visual merchandising from the above bullet point • SWOT Analysis: (24 Points) You have learned a lot about your retailer now it’s time to use those critical thinking skills and prepare an overall analysis of the retailer. Come up with at least four for each are of the SWOT. (Four Strengths, four weaknesses, four opportunities and four threats.) Use information and sources from your research throughout the paper. This is your time to shine. Show me what you’ve learned this semester. This should be very detailed, you’re now an EXPERT on this retailer. Write in complete sentences! If you use sources highlight them directly in the SWOT Analysis. I’ve included a view visual example below of SWOT reports to help! • APA Reference Page: (.25 Points) Image Reference: https://www.wordstream.com/blog/ws/2017/12/20/swot-analysis Retail Analysis Image Reference: https://corporatefinanceinstitute.com/resources/knowledge/strategy/swot-analysis/ Image Reference: https://en.wikipedia.org/wiki/SWOT_analysis