Case Study Bellissimo's

The mainline collections consist of an assortment of everyday wear and for special occasions to provide the target audience with a little bit of everything. The designs offer valued products for low prices. If customers are not satisfied with the product the item can be returned to the store within 29 days. The firm is still in the growth process of its life cycle as it is continually trying to get its products to more customers in various countries, Bellissimo’s range is maximised with an extensive width of the product lines which are further extended by products selling in different colours and sizes.

5.2 Distribution strategies

Bellissimo’s would like to use a vertical dispersal formation, where each product is passed through a series of points from the designer, then factory, then to the store and lastly to the customer. This dispersion formation would be more cost effective and a faster

CONCLUSION

Thorough investigation shows that Bellissimo’s will position itself in the market by creating a perception of affordability, high quality and cutting-edge style.

It is interesting to note that Bellissimo’s declares that they target everyone who loves fashion regardless of age or income‟; thus, the examination of the segmentation process provided evidence that Bellissimo’s achieves an inclusive target, catering for students, professionals, pregnant women and A-list celebrities alike. Moreover, understanding the external environment as a whole is what has helped establish Bellissimo’s objectives.

However, Bellissimo’s would still seek to pursue unfulfilled opportunities such as those including catering for larger sizes, launching new products and services, for the enhancement of customer relationships, and expanding to more foreign countries. Nevertheless, it should be highlighted that Bellissimo’s shows great strength through portraying shopping as a form of entertainment, and positively engages with their customers through effective communications