La SENZA providing women with stunning bikini designs, bras to fit all shapes and sizes. Knickers that you couldn’t find anywhere else and most of all, the brand provided quality. The store offered free fittings and there over all image targeted a wide market so really where could it of all gone wrong?
Marketing underwear and bikinis at a £50 price tag is always a big dip into anyone’s pocket in this economic climate. This is where I think they have gone wrong I blame the fall in sales to the market level they are advertising to. From the likes of Danielle Lineker and Emma Heming they have both been models who have promoted the brand (both in their early twenties) The big question is can young girls really afford these prices? I am sure they would much rather go the Primark and pay half the price a month later. Primark is a big competitor as it copies many of La SENZA’s bikinis for a lot more competitive prices is also to blame for the stores downfall. The La SENZA store blames the fall in sales on trading conditions as this is having an adverse effect on the company.
Everything is a struggle in the retail recession and stores need to do more to be boosting sales, lowering prices would surely sell more. La SENZA had very little offers on and it’s only for the people who can afford the price tag. By marketing their underwear at different ages some for elder women who can afford the higher prices and some for the young this would help boost there sales dramatically. Many young girls love the label La SENZA but there not bringing enough of them through the doors. By offering things like student discount this provides affordability for students and gets the products off the shelves.
However the packaging and promotion deals did do this store wonders the simple design of bag but all underwear comes gift wrapped gives the consumer satisfaction once they have bought the product as they are buying into the brand. It’s not a store that needs a lot doing to boost its profits just more affordability more experienced staff to help dig it out of these problematic times.
Last year La SENZA had a turnover of around £140million is a massive turn around. They are currently owned by private equity group Lion Capital this means its not the end of the road for La SENZA. Accountants are currently continuing to work with the company, which has 146 stores and 18 concessions in the UK this acts as a safeguard for its future and employees. Dragon Theo Paphitis previous owner of the chain, received its fortunes and then sold his stakes in to the company Lion Chapel for 100m.
"It's sad because it's a company that I used to consider was my baby back in the early 2000s and it's sad to see it go off the High Street," former owner Theo Paphitis told BBC Radio 5 live.
"But it's a sign of the times I suppose."
The retail sector has seen a number of high-profile chains suffer at the hands of a consumer-spending squeeze in the UK. Unfortunately La SENZA is one of these stores. Now with fewer shops and hopefully the store markets new ideas and promotions we can all still be wearing the La SENZA label!
No comments:
Post a Comment