Martha Is Adjusting The Strategy Of 2 Billion 400 Million Pounds To Transform Stores.

Martha is the largest multinational business retail group in the UK, and has the highest profitability among British retailers. Marks&spencer However, the group with the highest profitability seems to be showing signs of "going down". Its old rival, next, will soon come to the top, and the profits will exceed Martha for the first time. The reason why Martha's style of merchandise seems to be no longer keeping up with fashion trends is gradually losing the favor of young consumers.

British article recently published: at first glance, Martha marks (and Spencer) in Holloway Road store layout and business mode is simply a model of the retail industry, can be used as a textbook sales case: Martha department store shop punctually opened at 9 o'clock; store goods, such as wool yarn, socks and slippers and so on, lined up, orderly; the bread on the shelf sends out a nose smell.

Martha spent 2 billion 400 million pounds on the storefront renovation. The situation in the store in downtown London is the result of its rectification. But retail analysts Maureen If Martha sells things that do not meet the needs of the market, it will be useless to do well in other areas. What is the use of putting the goods neatly?

She gave an example: Martha had to prepare some suitable clothes for her customers, because they didn't want to spend money on clothes that were old and old. Nowadays, they prefer to visit the Zara clothing store and buy a fashionable jacket or something there. However, it is hard to buy clothes that fit the customers' spleen and stomach at Martha's stores.

This is not the case with Martha stores before. In the eyes of the last generation, Martha shop is the first choice for people to shop. Maureen remembered that when she worked in the office, everyone was dressed in almost all kinds of Martha linen shirts.

Today, office white-collar workers like to run to Martha's old rival. Next There's shopping. Next, founded in 1982, is expected to exceed its 130 year old rival Martha general store for the first time this year. In the past Christmas season, next department store's sales performance was very good, sales increased by 12%. "Next department stores have clear customer positioning," said retail expert Moore. "25-45 year old consumers or older people are their main customers. It serves the consumer community wholeheartedly, and its performance continues to rise in the long run.

For the fashion industry, Martha is not a novice. Martha's chief designer, Belinda earl, introduced spring and summer clothing, such as printed jackets, bright white shirts and trousers, and so on. After fashion magazine reported Martha's fashion, there was a boom in pink coats. However, there are not many such styles of clothes in Holloway's department store on the road of Martha, which mainly sells plain clothes such as printed pajamas and sweaters.

On Holloway road. Martha department store Shops may be a very profitable store. After all, the population density is large and the traffic volume is high. However, the residents in this area are younger than the average age in Britain. But Martha stores are full of outdated clothes, and they are old fashioned. Those clothes for young consumers only include some casual print jackets, loose knitted sweaters and so on.

In a sense, Martha has become a victim of his dominant position, while another retail giant, Tesco, has had similar experiences. "If you are an industry leader and there are many stores, then your biggest problem is that the sales of these stores have not increased and have not attracted more and more customers," Maureen said.

However, it is comforting to note that although Martha stores are facing strong competition from Waitrose, the sales of food in Martha's department store are still good. Waitrose is also a big winner in another Christmas promotion war, but Martha is still the first choice for people to buy food and reserve food when they entertain guests.

However, before shareholders began to complain, Martha's department is adjusting its strategy. The result of the strategy will only be announced in three months.

Maureen believes that there are 770 stores in Martha's department store in the United Kingdom. Facing the rush of Internet shopping, these stores are "too many". Today, the appeal of Martha stores to young customers is becoming more and more limited. Martha seems unlikely to return to its peak. Many 20-40 year old customers no longer visit Martha's department store. This is a tough market.