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Rue 21 Essay

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Examining Rue 21’s Location Strategy Amy E. Green Basic Retailing Summer 2015 Dr. Gannage Introduction For tween and teenage girls and boys who are interested in trendy clothes, affordable prices, and the sense of looking older, Rue 21 is the place to shop. The positive image that Rue 21 conveys to its buyers is that being 21 years old is a great time in life. Their target market for this concept is ranged from 11 to 17 year olds (Schwed) and is spot on, benefiting Rue 21 greatly. Rue 21 is a fashion retail chain throughout the United States that sells apparel and accessories for this age group. Their main competitors include Forever 21, Aeropostale and Wal-Mart (Top Competitors for Rue 21). Rue21 distinguishes themselves from their competitors through the many Rue21 brands they offer, which includes: rue21 etc!, tarea, rue plus size, ruebeaute!, CARBON elements, ruebleu Swim and rueGuy (About Rue 21). Pros and cons of Rue 21’s location types Rue 21 stores are located in three different location types: strip centers, regional malls and outlet centers. At the beginning of 2012, 52 percent of Rue 21’s stores were located in strip centers, 31 percent in regional malls, and 17 percent in outlet centers (Berman). A strip center can be described as a shopping center with many small stores and one or two larger anchor stores. These anchor stores could include Wal-Mart or Target. The benefit of Rue 21 having a store location here is that is convenient to

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