Profitability of Women's Apparel Shops: Business Practices,Promotions,and Store/Owner Characteristics

Abstract

In this survey study small, women's apparel retail stores (N=104) were analyzed on their business practices, promotional activities and objectives, and store/owner characteristics in relation to the store's profitability. Profitable stores appeared to be associated with marketing orientation, customer-oriented promotional tools, promotional strategies designed for both reputation of the store and immediate sales increase, and effective media and promotion selection. However, store/owner characteristics did not appear to influence store's profitability. By identifying key features of profitable stores, this research not only provided the specific mix of business practices and promotions for profitable stores but also contributed to development of apparel merchandising curriculum as well as public policy making in the small business area.

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