The paper "Levis Retail Marketing Report" is a perfect example of a marketing case study. Live’ s target market is the customer between 18 and 24 years. A big fraction of their customers are students or low-income individuals. The fashion sector has started experiencing tough competition that has prompted by the entry of international fashion agglomerates in Australia. Lately, the most exceptional technological advancements that have occurred in information technology. Novel software applications, for example, enterprise resource planning system has helped in the revolution of most organizational processes. Life has process-oriented as well as fully integrated ISs.
The retail stores need to increase its marketing strategies so that it can be able to capture individuals who are not between 18 and 24 years. To ensure that it has a large customer base it should need to customer loyalty program this can entail the introduction of shopper card in that customers can earn a point for shopping in the store. INTRODUCTION AND BACKGROUND Live started operating in April 1994 and it had its first store in Murray Street Mall in Perth CBD. Live became successful after it had been opened and most of their customers then were male and female aged between 18 and 24 years who were very conscious about fashion.
The first store had a feeling of an industrial warehouse that had music as well as lighting associated with nightclubs. Over time, the store became the preferred choice for cool as well as international labels and the store has since expanded right now it has 9 stores operating in prime locations situated in the unsurpassed shopping precincts of both South and Western Australia. On several occasion, the store has won nationwide architectural prizes for merchandising design.
Live is also a key drawcard in most shopping centres in Australia. Mission statement Live has unique products and this makes it’ s to stand out from its competitors. “ Our concept is confronting, brash, stimulating and very modern and it different from traditional white walls wood floor method which most fashion retailers subscribe to. We push envelop to an extreme as well as engage the LIVE customer with the retail theatre which challenges senses. Product is the most important aspect of our success” (Live, 2013). When one reads Lives’ history as well as mission statement it is evident that this is stores that are very unique and sells clothes that are appealing to the market.
The store has also been in the market for a very long time and this is what contributes to their continued success in the cloth line industry. Live aims at positioning itself to customers by ensuring that its customers dress to look fabulous. Evidently, customers visit the store so that they can look great in the clothes since the store has won national architectural awards and the store is a key drawcard in many shopping centres in Australia.
The live store has had numerous changes since it became operational, from being a small store right now it has 9 stores and it is yet to open three more stores at Midland Gate Shopping Centre, Ocean Keys Shopping Centre as well as Cockburn Shopping Centre. At Live the shopping experience include personal customer service from fervent sales team members with wide product training. The store has improved from the one store in 1994 to become the best destination for the best national as well as international labels.
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