MNM4801
Assignment 2 Semester 2 2025
Unique Number:
Due Date: 28 August 2025
THE BUSINESS CASE FOR A MOBILE APP: A STRATEGIC PROPOSAL FOR UNIQ
CLOTHING IN SOUTH AFRICA
1. INTRODUCTION
UNIQ is a South African clothing brand launched by the Shoprite Group under the Checkers
banner in 2023. The brand positions itself as a provider of premium-quality wardrobe
essentials for men, women, and children. Its focus is on simplicity, comfort, and superior
fabrics at competitive prices, making it attractive to middle and upper-income shoppers who
want quality basics without luxury prices. The South African retail clothing industry is highly
competitive, with established brands like Woolworths, Mr Price, Truworths, H&M, and Cotton
On. To succeed, brands must constantly adapt to changes in consumer behaviour,
technology, and market expectations (Parsons, 2009).
A mobile app is a software application designed to run on smartphones and tablets. In retail,
mobile apps provide customers with direct access to products, promotions, loyalty
programmes, and personalised experiences. Apps also allow brands to build stronger
relationships with customers through push notifications, in-app rewards, and data-driven
Terms of use
By making use of this
recommendations. According to Evans and Moutinho (1999), the modern retail environment document you agree to:
Use this document as a guide for learning, comparison and reference purpose,
Terms of use
Not to duplicate, reproduce and/or misrepresent the contents of this document as your own work,
By making use of this document you agree to:
document
Use this Fully accept the consequences
solely as a guide forshould you plagiarise
learning, reference,or and
misuse this document.
comparison purposes,
Ensure originality of your own work, and fully accept the consequences should you plagiarise or misuse this document.
Comply with all relevant standards, guidelines, regulations, and legislation governing academic and written work.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is" without any express or
implied representations or warranties. The author accepts no responsibility or liability for any actions taken based on the
information contained within this document. This document is intended solely for comparison, research, and reference purposes.
Reproduction, resale, or transmission of any part of this document, in any form or by any means, is strictly prohibited.
, +27 67 171 1739
THE BUSINESS CASE FOR A MOBILE APP: A STRATEGIC PROPOSAL FOR
UNIQ CLOTHING IN SOUTH AFRICA
1. INTRODUCTION
UNIQ is a South African clothing brand launched by the Shoprite Group under the
Checkers banner in 2023. The brand positions itself as a provider of premium-quality
wardrobe essentials for men, women, and children. Its focus is on simplicity, comfort,
and superior fabrics at competitive prices, making it attractive to middle and upper-
income shoppers who want quality basics without luxury prices. The South African
retail clothing industry is highly competitive, with established brands like Woolworths,
Mr Price, Truworths, H&M, and Cotton On. To succeed, brands must constantly
adapt to changes in consumer behaviour, technology, and market expectations
(Parsons, 2009).
A mobile app is a software application designed to run on smartphones and tablets.
In retail, mobile apps provide customers with direct access to products, promotions,
loyalty programmes, and personalised experiences. Apps also allow brands to build
stronger relationships with customers through push notifications, in-app rewards, and
data-driven recommendations. According to Evans and Moutinho (1999), the modern
retail environment is driven by convenience and accessibility, and technology plays a
central role in meeting customer needs.
In South Africa, the use of smartphones has grown rapidly, with increasing internet
penetration and reliance on mobile technology for shopping. Consumers are shifting
towards online and hybrid shopping experiences, using apps to compare prices,
browse new arrivals, and order directly from retailers. For UNIQ, introducing a mobile
app could create opportunities to expand its digital presence, engage customers
more effectively, and strengthen its competitiveness in the clothing sector.
2. ADVANTAGES AND DISADVANTAGES OF A MOBILE APP
Introducing a mobile app could bring both benefits and challenges for UNIQ.
Understanding these will help management decide if the investment is worthwhile.
2.1. Advantages
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
Assignment 2 Semester 2 2025
Unique Number:
Due Date: 28 August 2025
THE BUSINESS CASE FOR A MOBILE APP: A STRATEGIC PROPOSAL FOR UNIQ
CLOTHING IN SOUTH AFRICA
1. INTRODUCTION
UNIQ is a South African clothing brand launched by the Shoprite Group under the Checkers
banner in 2023. The brand positions itself as a provider of premium-quality wardrobe
essentials for men, women, and children. Its focus is on simplicity, comfort, and superior
fabrics at competitive prices, making it attractive to middle and upper-income shoppers who
want quality basics without luxury prices. The South African retail clothing industry is highly
competitive, with established brands like Woolworths, Mr Price, Truworths, H&M, and Cotton
On. To succeed, brands must constantly adapt to changes in consumer behaviour,
technology, and market expectations (Parsons, 2009).
A mobile app is a software application designed to run on smartphones and tablets. In retail,
mobile apps provide customers with direct access to products, promotions, loyalty
programmes, and personalised experiences. Apps also allow brands to build stronger
relationships with customers through push notifications, in-app rewards, and data-driven
Terms of use
By making use of this
recommendations. According to Evans and Moutinho (1999), the modern retail environment document you agree to:
Use this document as a guide for learning, comparison and reference purpose,
Terms of use
Not to duplicate, reproduce and/or misrepresent the contents of this document as your own work,
By making use of this document you agree to:
document
Use this Fully accept the consequences
solely as a guide forshould you plagiarise
learning, reference,or and
misuse this document.
comparison purposes,
Ensure originality of your own work, and fully accept the consequences should you plagiarise or misuse this document.
Comply with all relevant standards, guidelines, regulations, and legislation governing academic and written work.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is" without any express or
implied representations or warranties. The author accepts no responsibility or liability for any actions taken based on the
information contained within this document. This document is intended solely for comparison, research, and reference purposes.
Reproduction, resale, or transmission of any part of this document, in any form or by any means, is strictly prohibited.
, +27 67 171 1739
THE BUSINESS CASE FOR A MOBILE APP: A STRATEGIC PROPOSAL FOR
UNIQ CLOTHING IN SOUTH AFRICA
1. INTRODUCTION
UNIQ is a South African clothing brand launched by the Shoprite Group under the
Checkers banner in 2023. The brand positions itself as a provider of premium-quality
wardrobe essentials for men, women, and children. Its focus is on simplicity, comfort,
and superior fabrics at competitive prices, making it attractive to middle and upper-
income shoppers who want quality basics without luxury prices. The South African
retail clothing industry is highly competitive, with established brands like Woolworths,
Mr Price, Truworths, H&M, and Cotton On. To succeed, brands must constantly
adapt to changes in consumer behaviour, technology, and market expectations
(Parsons, 2009).
A mobile app is a software application designed to run on smartphones and tablets.
In retail, mobile apps provide customers with direct access to products, promotions,
loyalty programmes, and personalised experiences. Apps also allow brands to build
stronger relationships with customers through push notifications, in-app rewards, and
data-driven recommendations. According to Evans and Moutinho (1999), the modern
retail environment is driven by convenience and accessibility, and technology plays a
central role in meeting customer needs.
In South Africa, the use of smartphones has grown rapidly, with increasing internet
penetration and reliance on mobile technology for shopping. Consumers are shifting
towards online and hybrid shopping experiences, using apps to compare prices,
browse new arrivals, and order directly from retailers. For UNIQ, introducing a mobile
app could create opportunities to expand its digital presence, engage customers
more effectively, and strengthen its competitiveness in the clothing sector.
2. ADVANTAGES AND DISADVANTAGES OF A MOBILE APP
Introducing a mobile app could bring both benefits and challenges for UNIQ.
Understanding these will help management decide if the investment is worthwhile.
2.1. Advantages
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
