Retailing is a business activitythat sells merchandise to the ultimate consumer by creating value. Retailerscan use multi-channel to distribute their goods to the end consumers throughstore and non-store retail based methodologies and known as multi-channel retailing.Retailers provide value in many ways such as providing an assortment ofproducts and services, breaking the bulk holding the inventory providingservices. The retailer plays an important role as he bridges the gap betweenthe manufacturer and the consumer. Due to the globalization which could beknown as integration of geographically dispersed countries into a one globalvillage and due to the development of the internet retailing has emerged into adifferent level in the consumer eyes. In modern terms consumers can purchaseproducts from any part of the world from a push of a button.Convenience is a most importantaspect in the world of retailing the in store retailers value convenience as animportant aspect.
But as for the online retailers they tend to figure tosuppress disadvantages with the advantages they have. Retailers need to analyzethe consumer decision making process to understand the dynamic businessenvironment in which the consumer behaves to deliver a unique satisficingexperience to the end consumer.The magazine will illustrate onthree online retailers and how they retail to the mass market and the magazinewill focus on polo shirts from three different retailers: Lacoste, BrooksBrothers and Ralph Lauren. History ofPolo shirts Poloshirts are known for their comfort and elegant style over the world since ithas an elegant look in the minds of urban consumers. A Polo shirt consist of aplacket, colour with three packet and an optional pocket. The materials used tomanufacture polo shirts are cotton silk wool and synthetic fibers. Polo shirtsare available in a wide range of variety of styles, colours in specialty storesand departmental stores.
The brand loyalty is built on consumers due to thedurability, comfort and style in polo shirts. The 1800’s year is a specialevent for the emergence of polo shirts. The exact origin of the polo shirts isunknown and many believe it emerged probably in the 19th century.The sport polo variety originated from Manipur India. The history states thatit evolved when British soldiers captured India they witnessed a match playedby the local Indians and started to play this during their free time at thattime the soldiers uniform was