preview

Eddie Bauer Case

Better Essays

1. Exhibit 3 shows a “super segment analysis” of the apparel market. Eddie Bauer positions itself mostly to the “Durable Quality Classics” segment. (What apparel brands target the other segments in the table?) Based on the buying behavior and sales data described in the case, how would you distinguish between Eddie Bauer customers who buy in the store by catalog in both the store and by catalog?

The “super segment analysis” table has four quadrants that are: “Quality-Timeless,” “Quality-Newest,” “Inexpensive-Lasting,” and “Inexpensive-Trendy.” Located within the “Quality-Timeless” quadrant are the “Durable Quality Classics” and “Upscale Classic Brands” segments. Eddie Bauer positions itself in the “Durable Quality Classics” segment, …show more content…

These shoppers would also not care about the wait. Customers that shop at the retail locations typically need the product right away and cannot wait the amount of time it would take the catalog warehouse to ship the items.
c) In both the store and by catalog.
Customers that shop both in the retail store and by catalog can be for different personal reasons with each customer. However, one of the biggest explanations can be from the catalog order desk that is located at each Eddie Bauer retail store. These desks have a direct line to the call center and offer customers free shipping if purchased at these desks. This form of shopping is proving to be profitable since they earn roughly $75 million each year. The desks help Eddie Bauer maintain customer satisfaction by being able to offer the products even if they are out of stock in that retail location.
Another explanation of the dual shopping can be from the mailings of the catalog. Eddie Bauer ships to prospective customers as well as loyal customers. The loyal customers are already familiar with the brand, its products, and the local store location. The new customers are the complete opposite. Eddie Bauer prints on the back cover where the closest retail store is in comparison to their home. This helps to entice a possible visit to the store and possible purchase along with what was purchased from the catalog.

2. The policy of synergy meant that Eddie Bauer would merchandise the stores to support the

Get Access