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This department store chain will be referred to as “Fashion Stores” in this study for confidentiality.

• For 2021, Fashion Stores’ strategy was to increase its sales and market share among Millennials and away from older age groups.

• New marketing management changed its merchandise mix, store structure and advertising toward Millennials, but overall sales were not meeting expectations.

• The Marketing & Research Team sought to understand how marketing and advertising measurement can be leveraged to grow this target audience and regain others.

Market Mix Model - Fashion Store - Millennials - Short and Long-Term Advertising Impact