Apparel September 2019 Apparel September 2019 issue | Page 51

FEATURE
THE GROUND RULES
OF BUSINESS HAVE
CHANGED, PROPELLING
COMPANIES TO ADOPT
A MIX OF OFFLINE AND
ONLINE STORES.
well be applied to small stores from across
the spectrum.
What has prompted this? The ground rules of
business have changed, propelling companies
to adopt a mix of offline and online stores. The
used by many retailers as a part of their growth
and expansion strategies.
So what is a mini store? Talking of the United
States (US)-based Target’s mini stores, Forbes
describes it aptly, “Averaging about a third of
the square footage of a traditional store, their
smaller stores are located strategically where the
company has researched the target market and
can offer a smaller selection of products that are
geared specifically towards the demographic.
For example, locations close to colleges cater to
students and staff, while urban locations, such
as the one in Herald Square in New York which is
their best performing store per-square-foot, cater
to tourists and local professionals and residents.”
Although it speaks of one brand’s strategy, it can
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