Unit 31
P1
The characteristics of the target markets of different retailers
Harvey Nichols (department store)
Benjamin Harvey opened the store as a linen shop in 1831 in the corner of Knightsbridge and Sloane Street in London. The shop expanded over
the following years and became very successful. The store eventually came to consist of six floors, four of them being fashion. They also have a
floor which has recently been changed to cater for teenagers. They offer a wide range of designer items which are on trend. It has now
become a very well established department store chain with the main store located in London. They opened up other stores when they were
expanding in Edinburgh, Manchester and Leeds, as well as international stores in countries with high disposable income.
The stores are located in major busy cities, with their main target market being males and females 25+ with high disposable income averaging
around £2000 and an expensive taste in their fashion. The inspiration is taken from the celebrities that they surrounded by on a daily basis and
would have a big impact on what the store is selling. They have started to try and attract a younger market of teenagers and have introduced a
range of clothing for teenagers into their stores however it is not very effective as they would not be in steady jobs and would not have as high
disposable income.
Both of the images show designer coats from the store,
the female coat at the price of £900 and the males at
£600. These products would both be aimed at people with
an expensive taste for fashion and high disposable
income.
Sainsbury’s (supermarket)
P1
The characteristics of the target markets of different retailers
Harvey Nichols (department store)
Benjamin Harvey opened the store as a linen shop in 1831 in the corner of Knightsbridge and Sloane Street in London. The shop expanded over
the following years and became very successful. The store eventually came to consist of six floors, four of them being fashion. They also have a
floor which has recently been changed to cater for teenagers. They offer a wide range of designer items which are on trend. It has now
become a very well established department store chain with the main store located in London. They opened up other stores when they were
expanding in Edinburgh, Manchester and Leeds, as well as international stores in countries with high disposable income.
The stores are located in major busy cities, with their main target market being males and females 25+ with high disposable income averaging
around £2000 and an expensive taste in their fashion. The inspiration is taken from the celebrities that they surrounded by on a daily basis and
would have a big impact on what the store is selling. They have started to try and attract a younger market of teenagers and have introduced a
range of clothing for teenagers into their stores however it is not very effective as they would not be in steady jobs and would not have as high
disposable income.
Both of the images show designer coats from the store,
the female coat at the price of £900 and the males at
£600. These products would both be aimed at people with
an expensive taste for fashion and high disposable
income.
Sainsbury’s (supermarket)
