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In menswear, M&S has looked to differentiate with technical product innovation, such as water and stain repellent Stormwear finish in trousers and a silver finish on the Freshfeet range of socks said to reduce the presence of bacteria that cause smelly odours (Mintel 2009).

6. Competitor Analysis

According to Verdict research report 2009, Next is observed to be positioned in the second largest retailer after Marks & Spencer with 7.1% share of the market in UK. Their main target market is aimed at 25-45 years old women and men consumers. They offer a wide range of products such as women's wear, menswear, children-wear, accessories, footwear, homewares and furniture (Verdict, 2009). While the other retailers have dropped their price and launched valued products

During the recession in 2008, Next's Marketing strategy had been successful by retaining their products at same level of quality, design and price where other retailers have launched value ranges and dropped price. By assuring their quality and design, they also achieved positive impression on their brand image from the customers. However, they are still failing to attract young customers ranging 25-34 year olds.

Over the past two years, Next had achieved very strong and solid online sales as known as the Next Directory, which ranked them as the highest online market share among the competitors.

As one of Next's marketing strategy, Next does not use their brands to target different segments of its customer base. Unlike Marks & Spencer and Debenhams, Next limits and narrow its apparel resulting low loyalty from consumers.

7. Strategy & Tactics

Segmentation

We want our customers to get what they are looking for. Mintel international group has announced that M&S is the destination for clothes shopping for the over-45s, according to our consumer research, and is thus well placed to benefit from the expected ageing of the population. Where as the under 25s group had very limited appeal to the product M&S carried. It is very clearly with in the plan that the aim of new strategy will be to make it appealing to the all three segments with more frequent stock updates at least by each week. On the one hand this means keeping the door open to the 30-somethings, encouraging an easy transition to M&S shopping later. The recently launched Indigo range of casualwear and denim suggests a step in this direction, but the range falls short of offering anything really attention grabbing, in Mintel's view. However, the more catwalk-led autumn 2009 collection could succeed in this. A strong childrenswear offer could also contribute, by bringing mums into the stores (Mintel 2009). The 40-somethings of today are the contemporaries of supermodels like Naomi Campbell and Claudia Schiffer, while the 50-somethings share their birth decade with Madonna, and while they may not aspire to look like these celebrities, they are influenced by the whole younger for longer trend. Catering for increasingly young attitudes with flattering cuts and materials is likely to be 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。