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The global online marketplace is one that represents a significant opportunity for M&S with the Per Una brand, yet the retailer is reticent to move away from Royal Mail and White Arrow courier services. To capitalize on the unmet needs of higher-income consumers in the Middle East and Asia, M&S must create a more aggressive shipping and logistics program to support the sales of the Per Una brand throughout these regions of the world. Global competition online for lingerie and woman's wear is forcing the urgency of this issue for M&S general management today.
A third marketing environmental factor that M&S must concentrate on with regard to the primary customer segments who purchase the Per Una brand of lingerie and women's wear are the environmental "green" initiatives and corporate social responsibility (CSR) initiatives that Per Una and its supply chain partners also adhere to. The more environmentally conscious the consumer the more critical will be the messaging surrounding sustainability and demonstrated adherence to green initiatives and active, forward-thinking CSR programs. In the apparel industry the reliance on child labor has been pervasive, and it is essential that Per Una be very clear that this environmental factor is never associated with their brand. The best strategy...
By doing this they will win a high level of credibility and trust with their target markets.
Summary
The marketing environment for M&S in general and Per Una brand continues to be challenging, primarily due to the credit crisis impacting global retailing today. Yet despite the financial crisis impacting many nations' economies today, Per Una continues to grow sales by concentrating on a differentiated brand messaging strategy, the evolving use of the Internet as a channel which needs much more attention from M&S strategically, and the growing requirement of consumers for apparel manufacturers to have active CSR programs in place.
References
Manfreda Cavazza 2007. M&S blooms as Rose wins women's vote. McClatchy - Tribune Business News May 23
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Jonathan Guthrie 2008. First the credit crisis, now the fashion crisis:[LONDON 1ST EDITION]. Financial Times, February 14, http://www.proquest.com (Accessed November 10, 2008).
Abigail Townsend 2007. Riders on the storm. The Business, July 14, http://www.proquest.com (Accessed November 10, 2008).
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