Term Paper: The Apparel Shopper – SWOT Analysis

Sample Term Paper

Words 1,450

This is a term paper focusing on SWOT analysis of The Apparel Shopper. The case relies on a monthly survey by the name of ShopperScape which survey’s approximately 4,000 shoppers and 150 retail stores and 100 different items.

Introduction

The Comprehensive Case “The Apparel Shopper” is a detailed account of the apparel shoppers and their buying preferences and patterns. The case relies on a monthly survey by the name of ShopperScape which survey’s approximately 4,000 shoppers and 150 retail stores and 100 different items. The data is cross analyzed on income level and race/ethnicity. In some cases gender is also included but the main subjects of this research were women. The article states that the apparel shoppers are not influenced by fashion as may appear, in fact people are more conscious about what they wear at workplace than anywhere else, and the reality is that women prefer to wear ordinary regular clothes rather than fashion forward clothes. In addition shoppers with higher incomes and those who are younger with fewer responsibilities are the ones who spend the most thus increasing the sale. Wal-Mart is the retailer who has gained the most in apparel retailing and who is the preferred retailer especially for the lower income groups as it offers the best value for money. The statement by the case that clothes are usually bought for more mundane reasons like change in size or replacement of old clothes can be confirmed by an article  in Brand Week which says that when Wal-Mart introduced more fashionable clothing the move backfired as the traditional customer base of Wal-Mart prefer  a certain style of clothing. (O’Loughlin)

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