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Assortment policy in fashion retail - can a setup-specific assortment policy be observed on the German market? An empirical study of vertical managed store, outlet and online formats

  • Today many vertical retailers are operating different sales channels at the same time and are respon-sible for the range of products in all sales channels. The purpose of this paper is to examine whether for vertical fashion retailers a format-specific assortment policy can be observed on the German mar-ket. To investigate this topic in addition to secondary data of a literature research, quantitative prima-ry data was collected through a structured observation by conducting store checks. The combination provides insights into the research topic, allows to build hypotheses and to get a current and specific answer on the research topic. The study revealed all vertical retailers exploit the advantage of unlim-ited capacity of the online shop by offering in this channel mainly the broadest and deepest assort-ment. Within the retail store the vertical retailers focus on offering full-price goods for the current season in full size sets. Compared to the online shop here are less styles sophisticated presented and adjusted on the sales floor. For the outlet channel all brands showed a higher density of products and at least a price reduction of 30 per cent. The present paper is limited by time, depth and language of secondary data collection. As the study only conducted quantitative data within limited observations additional visual data over a longer period is necessary.

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Author of HS ReutlingenLadmann, Nicole; Bug, Peter
Publisher:Hochschule Reutlingen
Place of publication:Reutlingen
Document Type:Book
Publication year:2019
Tag:fashion assortment; fashion market analysis; fashion online; fashion outlet; fashion retail; fashion retail assortment; vertical fashion store
Page Number:103
DDC classes:330 Wirtschaft
Open access?:Ja
Licence (German):License Logo  Creative Commons - CC BY-NC-ND - Namensnennung - Nicht kommerziell - Keine Bearbeitungen 4.0 International