Perfect and Classic Collection

In Perfect and Classic collection, the order qualifiers are quality, price, design and fitness. This segment provides timeless collection that reflects customer own style and body shape. The customer in this segment with busy lifestyle, thus the order winner is convenience. In this collection, the basic items are in high quality and at a reason price. Moreover, most of the items are machine washable and tumble friendly. This competition advantage can save the customers times. For example, one of the competitors in this segment is Baleno. Baleno and M&S both provide basic design and timeless collection. The prices of them are similar, but the items of M&S are more washable and tumble friendly. It shows that convenience is the factor that causes M&S become more outstands than other competitors.

In Autograph range, the order qualifiers are price, quality, fashion element and convenience. This segment provides high fashion clothing, which is designed by best designers in the business. The order winner is high fashion items with high street price. For example, one of the competitors serve this segment is Giorgio Armani. Famous designer designs Giorgio Armani products, thus those products prices are more expensive. The potential customers in this range may more willing to purchase M&S products because the price is cheaper than Giorgio Armani. Therefore, high fashion items with high street price are the competitor advantage to help M&S differentiate from other competitors.  

In Pre una range, the order qualifiers are quality, design element and price.  This segment provides latest fashion trends products at a very affordable price. Also, the products in this range are special and more exclusive. Each product is distinctive and rare. The order winners are the speed of catching fashion trend and customer service. For example, one of the competitors serve this segment is Zara. Zara is a fashion retailer, which provide latest fashion items. M&S releases limited-edition items with three-month lifespan. M&S able to catch up fashion trend and match the customer taste. Thus, this competitor advantage can help M&S compete with other competitors.

The logistics performance objectives of Perfect and Classic ranges, Autograph range and per una range are different. The following table lists the property of each range.