**THE RETAIL IS: BASLER**
Draw a Perceptual/positioning map indicating the positioning of each retailer in the market.
For each retailer you will need to provide:
Background � a brief background to the company, brand (eg: who they are? what categories of product they range? how many stores? Level in the market?)
Consumer � a brief description of their target market?
Range �Choose one product category (eg: knitwear) from within their range (the chosen category must be common across all 3 retailers).
Range Composition Pyramid
Advise the total number of styles within the category for each retailer.
Apply their range to the Range Composition pyramid. What proportion (%) of their range represents each level of the Range Composition pyramid? How would their pyramid look? What does their pyramid tell you about their business model?
(provide a relevant visual diagram for each retailer)
How do the pyramids for each retailer/brand compare? Any surprises?
For each retailer chosen you will need to select 10 garments within your chosen product category to analyse in greater detail.
By retailer for each style chosen provide � a visual image photo or drawing, a brief description of the garment, retail price, fibre content, number of colour options, country of origin. Identify what are the fad, fashion, core styles.
(TIP: a table per retailer would be a good way to present all the specific range information)
Care and Fibre Content Labelling Evaluation
Review the labeling in each garment.
Is the care labeling standard across the range or are their a number of variations?
Provide an example of the fibre and care labeling from each retailer.
Are they adequately providing what should and should not be done with the garments?
Are the care instructions relevant for the fabric and fibre/s?
Is the information provided adequate from a legal perspective?
Is the information provided adequate from a consumer perspective?
Are there any recommendations for improvement that you could make?
Evaluate the quality standards of the range. (fabric, fibre content, linings/trims, CMT, stitching) Is the quality consistent across styles? Is the level of quality a fit with the brand and product price?
Can you identify any quality issues? If so what are they? (provide visual references as evidence to support your discussion)