Warehouse stores to create customer value. The firm's buyers assure that both traditional style and contemporary style clothing products are available to customers at its stores.
Brand name is a product characteristic used extensively by The Men's Warehouse firm to create customer value in its stores. Rather than buy clothing for resale from low cost, job lot manufacturers, The Men's Warehouse contracts with well known brand name manufacturers for the clothing products sold in its stores. Because of the discount pricing strategy followed by The Men's Warehouse firm, these brand name manufacturers not only do not participate in cooperative advertising with The Men's Warehouse firm, the manufacturers will not permit their brand names to be used in advertising by The Men's Warehouse company. The brand name labels, however, do appear in the clothing products sold in The Men's Warehouse stores.
Product positioning refers to the place sought for a product within the market (Murphy and Enis, 1990, p. 278). One of the ways in which manufacturers seek to position a product is in the selection of the retail stores in which a product will be offered to the public. A suit of clothes available only in an exclusive men's clothing store has a prestige that a suit of clothes available at a discount clothing store does not possess. The effectiveness of The Men's Warehouse firm in persuading many brand name manufacturers to sell their products through the company's retail stores creates significant value for the customers of The Men's Warehouse company.
A firm's marketing system framework consists of five component groups: (1) resource suppliers; (2) competitors; (3) physical intermediaries; (4) communications intermediaries; and (5) customers. With respect to resource suppliers, The Men's Warehouse firm deals directly with the manufacturers of men's clothing products, as opposed to dealing through distribution intermediaries. This st...