Apparel Retailer


  • Canadian division of US retailer was experiencing declining sales and margin performance


  • Undertook an analysis of the market and competition
  • Undertook primary consumer research with customers, lapsed customers and non-customers to understand the retailer vs. competition from a consumer perspective
  • Interviewed key retail personnel
  • Analyzed store level data to understand impact of store openings, change in merchandise mix, pricing, etc.


  • Redefined the Canadian retail strategy
  • Determined implications for merchandising, marketing and brand positioning
  • Resulted in a return to superior operating performance