Brand W: Strategizing for Omni-Channel Retail

TCNS Clothing Company Limited (TCNS), the owner of women's fusion-wear brands W, Weve, Aurelia, and Wishful, had built up a strong retail brand presence in India since its founding in 2002. By 2017, its product innovation, proactive customer need fulfillment, and extensive retail reach had enabled it to grow into a INR11.5 billion company. The W brand had been building its online presence, but this was still contributing only single-digit shares to sales. Faced with issues of declining loyalty and increasing expectations of digitally influenced consumers, retailers in India were moving toward omni-channel strategies. In early 2018, this seemed to have become an imperative for W as well. Was it now time for W to pursue an omni-channel retail strategy to offer its customers an unbeatable experience? An infusion of funds from two major investors had given the company significant financial muscle to pursue aggressive marketing. Yet, the challenges of going omni-channel were considerable. How should W proceed?

This case is suitable for an undergraduate-level marketing management course in a module on marketing mix and marketing channels, as well as in a strategy module. This case may also be used in a graduate-level elective course on customer relationship management, brand management, or retail marketing. Specifically, the case may be used to discuss omni-channel retailing, brand building, or brand equity. After completion of this case, students will be able to ·assess the challenges faced by a branded womenswear retailer seeking growth; ·analyze the key imperatives for customer relationship management in the retail sector; ·evaluate the brand-building initiatives of an apparel retailer; ·assess the prerequisites for success as an omni-channel retailer; and ·discuss relevant marketing strategies that are crucial for developing a competitive edge in the crowded retail marketplace.

omni-channel strategy; apparel retail; online retailing; customer engagement; customer loyalty; fashion brand; fusion fashion

Undergraduate/MBA

Retail Trade
India
Large

Année de la problématique : 2018

Livraison : Livraison par lien de téléchargement

Nombre de pages : 13