Fashion Morgan | Page 4

Retailers And Their Locations

Superstores are large out of town stores for example Toys R Us, B&Q, Costco etc. They are usually found in sparse areas so that they have enough space for a large car park. The target market for superstores is families; most products are suitable for all ages. Prices are average as there are lots of multi-buying offers.

Public Place Retailers are not large stores, the prices are generally high and they will be based in a densley populated area to get the most footfall. The visual displays will be very basic and to the point, not showing much creativity.

Multiple Retailers are a chain of stores all selling the same items. They are usually based in high streets or shopping centres near competing stores. They have good customer service but their service is not very personal as the footfall is high. Their target market is working class people, people with a middle income. The store is generally large due to large amounts of stock.

Boutiques sell specialised goods at premium prices. They are individual and one of a kind. They have limited stock and focus on unique items, giving great personal customer service. Their footfall is generally low.

Not For Profit stores are exactly that; not intended to make a profit. They are generally charity shops. Usually based in local towns, they give very friendly customer service. The staff are often volunteers and the shop offers second-hand goods.

Concession Stores are normally found within a host store, for example Benefit Makeup concession within Debenhams. There is normally staff for each department giving good customer service.

Internet Stores are online only stores, live chats are available so that customers can ask questions whenever they please. The prices and range of products depends on the brand.