Abstract
This paper draws upon two cases studies of leading retailers of apparel in the UK, illustrating the marketing, buying and logistical measures taken to control markdowns. Evidence is also presented from audits of pricing and mark-down activities between 1993–96, providing unusual insights into the depth and spread of markdowns. Results are drawn from a major study of over 1,000 ‘sale’ shoppers, indicating clear preferences of markdown frequency, depth and coverage.
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McGoldrick, P.J., Betts, E.J. (2015). Seasonal Markdown Strategies of Apparel Retailers: Audit Evidence and Consumer Preferences. In: Wilson, E., Hair, Jr., J. (eds) Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13141-2_70
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DOI: https://doi.org/10.1007/978-3-319-13141-2_70
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