Product Assortment and Procurement
The retailer’s product assortment must match the target market’s shopping expectations in both breadth and depth.4 A restaurant can offer a narrow and shallow assortment (small lunch counters), a narrow and deep assortment (delicatessens), a broad and shallow assortment (cafeterias), or a broad and deep assortment (large restaurants).
Identifying the right product assortment can be especially challenging in fast-moving industries such as technology and fashion. At one point, Urban Outfitters ran into trouble when it strayed from its “hip but not too hip” formula, embracing new styles too quickly. In the same vein, active and casual apparel retailer Aéropostale faced head winds trying to match its product assortment ...
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