Presently, private brands attract as much attention as only a few managerial practices have experienced before. Where once branded products led the way, today private label share is growing. Since today’s industry is affected by pricing, advertising, merchandising and product selection, private brands revolutionized the market, imposed fundamental changes in the retail sector and gained important market share. Especially during the economic recession people had to find ways to most effectively overcome this period of financial hardship. Consumers are more open to new ideas to an extent that one ever dared to imagine.
Whilst higher margins and the creation of points-of-differentiation are the most favorable drivers that led the way for a retailer’s private brand creation, oftentimes the success of these brands is questionable. The introduction of private labels requires a well-conceived concept and strategy which oftentimes fails to appear. Notwithstanding, the importance of private brands continues in taking on greater significance.
Professional management can be identified in cases of successful implementation of such brands as well as the additional drivers of own sourcing and the ability to quickly adapt and realize customers’ needs and desires.
It is time to conduct a detailed investigation of these aforementioned assumptions in order to conclude with a declaration of the role of private brands in assortments. In this connection, the present research paper concentrates on the fashion sector, sets its focal point on the warehouse, which is defined as a large retail store organized into various departments of merchandise and not allowing for discount formats and e-commerce.
Inhaltsverzeichnis
- Introduction to the role of private brands in assortments
- Introduction
- Research question and method
- Paper structure
- Private brands in literature
- Definition
- Development
- Aims
- Role of private brands in assortments
- Definition of assortment
- Positioning of private brands in assortments
- Future trends of private brands
- Case study: Peek & Cloppenburg
- Methodology
- The department store
- Private brand assortment
- Analysis of assortment policy
- Conclusion & foresight
- Discussion & evaluation of results
Zielsetzung und Themenschwerpunkte
Diese Arbeit untersucht die Rolle von Eigenmarken in Warensortimenten. Sie analysiert die Entwicklung von Eigenmarken in der Literatur, betrachtet ihre Positionierung im Sortiment und die zukünftigen Trends. Darüber hinaus wird die Rolle von Eigenmarken anhand einer Fallstudie des Department Stores Peek & Cloppenburg untersucht.
- Definition und Entwicklung von Eigenmarken
- Positionierung von Eigenmarken im Sortiment
- Zukünftige Trends bei Eigenmarken
- Analyse der Eigenmarkensortimentspolitik
- Fallstudie Peek & Cloppenburg
Zusammenfassung der Kapitel
- Introduction to the role of private brands in assortments: Dieses Kapitel führt in die Thematik ein, stellt die Forschungsfrage und -methode vor sowie die Struktur der Arbeit.
- Private brands in literature: Dieses Kapitel definiert den Begriff Eigenmarke, beschreibt ihre Entwicklung und die Ziele, die mit ihrer Einführung verfolgt werden.
- Role of private brands in assortments: Dieses Kapitel definiert den Begriff Sortiment, beleuchtet die Positionierung von Eigenmarken im Sortiment und diskutiert zukünftige Trends im Bereich der Eigenmarken.
- Case study: Peek & Cloppenburg: Dieses Kapitel präsentiert die Methodik der Fallstudie, beschreibt das Department Store Peek & Cloppenburg und analysiert das Eigenmarkensortiment sowie die Sortimentspolitik des Unternehmens.
- Conclusion & foresight: Dieses Kapitel fasst die Ergebnisse der Arbeit zusammen und gibt einen Ausblick auf zukünftige Entwicklungen im Bereich der Eigenmarken.
Schlüsselwörter
Eigenmarken, Warensortiment, Positionierung, Sortimentpolitik, Fallstudie, Peek & Cloppenburg, Department Store, zukünftige Trends, Literaturanalyse, Methodik.
- Citar trabajo
- Christina Laake (Autor), Lisa Marie Höler (Autor), Hannah Fenger (Autor), 2014, The Role of Private Brands in Assortments. Literature Review and Empirical Study, Múnich, GRIN Verlag, https://www.grin.com/document/298401
