The retail sector consists of the direct sale of products to the end consumer. In fashion, Fashion Retail becomes a competitive business, where brands struggle to position themselves.
The Textile and Fashion Observatory published the ‘Economic Report on Fashion in Spain 2024’.. The contribution of the sector in Spain constituted 2.9% of GDP, equaling its historical maximum.
The 7Ps of retail emerged from the book Why Some Stores Sell and Others Don’t, and are derived from the 4Ps of marketing. It is a guide designed to achieve success in the fashion business, thanks to the implementation of the 7Ps.
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What are the 7Ps of retail?
The fashion retail sector is marked by the work behind the brands. If your goal is to become a fashion business manageryou must master the following keys.
To apply this methodology, it is necessary to start with a detailed analysis of the business, which will allow the design of a strategy aligned with the objectives. This is essential to successfully manage a store or brand. The 7Ps of retail are used for this purpose:
Product
It’s what you offer your customers. In fashion, garments or accessories. The key is to offer something unique that responds to the needs of the public.
2. Price
It is what the customer pays for your products. It should be competitive and reflect the quality and value of what you offer.
3. Plaza
It is the channel through which you reach the consumer. Whether in physical stores, online or both.
4. Promotion
It encompasses all activities to raise awareness of your products. In fashion, it includes advertising, marketing campaigns or collaborations with influencers. It is vital to create an emotional connection with the customer.
5. Staff
They are the employees who serve the customer. A good sales team that knows how to deliver exceptional service can make all the difference in the buying experience.
6. Processes
These are the procedures that manage store operations, such as inventory and customer service. Having efficient processes ensures a smooth and satisfying shopping experience.
7. Physical Evidence
Every tangible element that the customer experiences, such as store design, packaging or product layout. Every detail counts to create a unique experience.
Current trends in fashion retailing
Fashion retail is evolving rapidly, and brands must adapt to new trends to meet consumer expectations. McKinsey & Company’s The State of Fashion 2025 report from McKinsey & Company analyzes these changes.
Aligning the 7Ps of retail with the challenges of the sector is essential. Some of the latest trends are:
- Inclusivity and diversity: Consumers are looking for more product options in terms of size, gender, ethnicity and style.
- Sustainability and ethical fashion: Concern about environmental impact leads consumers to prefer brands with responsible practices and eco-friendly materials.
- Augmented Reality (AR) and Virtual Reality (VR): These technologies transform the online shopping experience, allowing virtual interaction with products.
- Personalization: Consumers value products tailored to their individual preferences. This growing trend is seen through tailor-made products and personalized shopping experience.
- Second-hand fashion and resale: Driven by sustainability and the circular economy, the second-hand clothing market continues to grow. Brands are also taking the opportunity to collaborate with resale platforms.
- Transparency and blockchain: Consumers demand greater clarity about the origin of products, and blockchain offers a way to ensure traceability and authenticity.
These trends underscore the need for new ways to differentiate and grow in the fashion retail industry.
What is the future of the 7Ps of Fashion Retail?
Brands must follow the challenges of emerging trends to stay competitive. If we apply the 7Ps of retail to these trends we find:
- Product: Customization and the use of sustainable materials are essential.
- Price: Brands must offer value without compromising quality. Models such as resale can attract consumers looking for lower environmental impact and high-end products at lower prices.
- Plaza: The omnichannel experience is key. Technologies such as AR and VR allow consumers to interact with products virtually, enhancing the online and in-store shopping experience.
- Promotion: Brands should focus on diversity and sustainability in their campaigns. Inclusive promotion strengthens the link with more conscious consumers and a wider global audience.
- Staff: The staff must be trained to offer personalized service and transmit the brand values.
- Processes: Transparency is crucial. Using blockchain to track production and improve logistics processes ensures product authenticity and sustainability.
- Physical Evidence: Stores should reflect the brand values. Using recycled materials and new retail spaces, with interactive experiences introducing AR and VR for a higher level of immersion.
Want to learn more about Fashion Retail and the 7Ps?
If you are passionate about the world of fashion and want to raise your knowledge to the next level, Esden Business School offers you the opportunity to train with the best MBA in Fashion Business Managementwithin the academic program of The Fashion Business School. Learn from prestigious professionals and acquire the necessary tools to excel in the fashion retail sector.