Truworths Case Study

Truworths

Looking good is one of the priority that people always want to keep especially when it comes which retailer store you do your shopping. In this essay our work will be based on Truworths, as Truworths is one of the retail stores and leading fashion retailers. We will also look at how it incorporates with other well-known fashion stores.

Profile

One of the oldest retail stores in South Africa, Truworths is amongst the fashion store that is big in the industry of fashion. According to Truworths (2012) it is one of South Africa’s leading fashion retailers, with over 500 stores in South Africa and 5 franchise operations in Africa. However, it forms part of Truworths International, an investment holding company listed on the JSE, whose companies are engaged in the retailing of fashion apparel and accessories. The Truworths International Retail Group incorporates Identity, YDE and Uzzi. Just like Mr Price incorporates Mr Price home, Mr Price Sport, Milady’s and Sheet Street.

According to Truworths (2012), Truworths traces its roots back to 1917 when The Alliance Trading Company opened its first store on a site not far from the Group’s present head office in Cape Town. However, the name changed to Truworths Fashion House in 1935 and by the 1950’s 80 stores had opened. Furthermore, credit was introduced into the business in 1955 and by 1959 sales reached R1 million for the first time, Truworths continued to expand nationally and by the late 1970’s had 280 specialised boutique stores.

Truworths (2013) is proud of its market leading position in fashion retailing in South Africa with growing market share in both ladies wear and menswear. The Group now employs more than 9 400 permanent and flexi-time employees and supports the South...

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... to post recent videos, it is still useful as people can see their advert online.

According to Barker and Angelopulo (2006:290) online advertising performs the same function online as advertising does in the physical marketplace. The primary goals are to create awareness, communicate benefits, promote trial and urge consumers to action. This means that the website can communicate information about products, prices and / or distribution.

Summary

Truworths is the biggest retail store in the country with other branches in African countries like Namibia and Swaziland (just to mention a few). In the coming years to come Truworths hopes to achieve what none other retail store have ever done by having their branch anywhere in the continent. It has scooped several awards including the best retail in fashion South Africa. In summary, Truworths is the best in fashion clothes.