Competitive Positioning of Organised Apparel Retail Stores

A Critical Review and Proposed Research Framework

Abstract

Store positioning has become a concern for the organized apparel retail stores in view of growing competition in the retail sector particularly in view of grant of permission for Foreign Direct Investment in India. The determination of true positioning from consumer perspective through an objective analysis has become quite indispensable if the strategic growth of a retail store is needed. This paper makes an attempt to review existing literature regarding competitive positioning of apparel retail stores and work out a mechanism to study the subject through proper alignment of all the factors which have hitherto almost remained non-aligned in the absence of a proper measuring instrument. By examining competitive positioning in a broad and integrated way, three conceptual dimensions have been identified viz, Store attributes; Apparel attributes; & Individual psychological characteristics. These factors have been integrated to development a framework for objective and comprehensive analysis of competitive positioning of apparel retail stores. This paper provides a new and added perspective, rather than substitutes for the various constructs of earlier research on the subject.