GAINING A COMPETITIVE ADVANTAGE IN FASHION RETAILING

Abstract

In the turbulent world of fashion retailing, competitive advantage is achieved by first targeting not simply in terms of demographics but also in terms of lifestyle and attitude to fashion, and secondly by creating a store image congruent with that of the target market. The findings of past studies are brought together and the results of a lifestyle and store image questionnaire which was administered to customers of a well‐known retail fashion chain in the UK are presented Analysis was focused on lifestyle and store image and included the identification of clusters of customers with similar profiles.