Dissertation - New Parents and Babywear The research for my dissertation was focused on babywear, and specifically on what influences expectant and new parents when purchasing babywear, but also what the babywear market looks like, including current marketing strategies. I chose this subject as many retailers tend to target millennial families and I believe that by targeting new and expectant parents could build a loyal customer base in that target group.
Following interviews with industry professionals and a questionnaire targeted to new and expectant parents, I conducted a focus group which included participants that want to have children in the future, in order to suggest what will influence the future customer. |
EXECUTIVE SUMMARY: This report aims to evaluate Marks and Spencer’s (M&S’) current retail strategies and how these can be improved to uplift sales and revenue. With “Spending on Womenswear to rise by 3.8% in 2020", Marks and Spencer must act now in order to transform their range and assortment to keep up with the changing consumer. Whilst overall spending in retail is down, with the growth of spending within the womenswear sector, the business now have the opportunity to grow their overall market share. Not only looking to improve the product offering, Marks and Spencer’s will further need to review their retailing channels with a particular focus on the bricks and mortar stores. A review into the stores portfolio will be undertaken and underpinned with finance to evaluate if the relocation of a number of stores is not only feasible but also profitable. |
The aim of this assignment was to engage in a collaborative group project to research and produce an app development proposal, in recognition of the expectation that graduates should now have the diversity of both technological and creativity knowledge. We collaborated with students from the Mobile Platform Development module and we created a lean canvas to showcase our proposal for a fashion app.