Rahul did a course in Fashion Designing and went on to float his clothing line store three years ago. He had acquired expertise in wedding attires, hence his clothes predominantly dealt with wedding specific outfits. But to his surprise, the sales were not satisfactory. He hired a consultant, to do market research who reported him that local people do not visit his store on regular basis as wedding season does not last throughout the year, however they loved his wedding collection. Which of the following should be the strategies of Rahul to increase his sales?
Strategy A. Exhibiting his dresses at a Wedding Expo.
Strategy B. Offering discounts on production of wedding cards.
Strategy C. Diversifying his clothing line to different occasions so as to be inclusive rather than exclusive.
Strategy D. Relocating his store.
Strategy E. Advertising extensively about Strategy C through various media.
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → Strategies C and E
A good strategy must remove the cause the market research found: people like Rahul’s clothes, but they need wedding wear only in the wedding season, so they have no reason to visit the store for the rest of the year.
Strategy A. Exhibiting his dresses at a Wedding Expo. Incorrect. It promotes the same wedding wear that people already like, so it does not bring buyers outside the wedding season.
Strategy B. Offering discounts on production of wedding cards. Incorrect. Rahul sells clothes, not cards; a discount on wedding cards is outside his business and still tied to weddings.
Strategy C. Diversifying his clothing line to different occasions so as to be inclusive rather than exclusive. Correct. Clothes for festivals, parties and everyday wear give people a reason to come to the store all year round, while the wedding collection still sells in its season.
Strategy D. Relocating his store. Incorrect. The research found no fault with the location; local people already know and like the collection, so the problem is the season, not the place.
Strategy E. Advertising extensively about Strategy C through various media. Correct. A new range brings in buyers only if people know about it; advertising tells customers that the store now sells more than wedding wear.