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Becoming a More Consumer-Centric Fashion Retailer

BCG helped an international fashion retailer transform to better meet its customers’ needs.

An international value-based apparel retailer faced a downward trend in sales and a deteriorating image among consumers. In response, the company worked with BCG on a transformation to reinvent itself and become a more consumer-centric retailer.

BCG began the process by researching consumers and potential opportunities. It conducted an in-depth study of more than 10,000 consumers, along with the performance of key apparel categories. We also helped develop a new store layout based on factors such as location principles, the consumer shopping journey, the look and feel of the store environment, and visual merchandising.

As a result of the transformation, the retailer’s test stores generated higher productivity, more customer traffic, more items purchased in each transaction, and a higher price per item sold. The company’s board named this project as its number-one priority, and it is currently planning to roll the new design out across multiple markets.

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