Supermarkets evolve new strategies to push apparel sales
04 Apr '06
2 min read
Large supermarkets are incorporating new marketing strategies, including developing own-brand goods in a run up to be at par with the popularity enjoyed by Uniqlo, GAP and other clothing specialty stores.
The aim is to impact the customer's mind that products sold from our counters are well crafted and reasonably priced, informs Yukio Fujimaki, Director of apparel business at supermarket chain store Ito-Yokado Co.
Retailers like Ito-Yokado Co in Japan often sell clothing as well as groceries.
Fujimaki, who was employed with department store chain Isetan Co, joined Ito-Yokado to increase clothing sales as he is considered an expert on sales floor design.
Fujimaki's business strategy is to get involved right from the process of product development to sales, akin to the policy employed by Uniqlo.
The strategy has helped to cut Ito-Yokado's costs.
Fujimaki's plan is bring in a policy change by shifting the focus on low priced clothing to reasonably priced better quality product which will help enhance image of Ito-Yokado as a fashion store.
Aeon Co, another supermarket chain too is seeking help from from a well-known designer to boost up its Topvalu line.
Midsize supermarket chain Uny Co has tied up with trading house Itohchu Corp to develop marketing strategies.
Ito-Yokado's clothing sales for the business year that ended in February 2005 totaled Yen314.6 billion, which is down by about 40 percent compared to a decade earlier.
marketing@alchempro.com
