The Retailing Environment

To discuss more about the retailing environment, we chose Molton Brown as our example.

Molton Brown is a specialty store which started out as hair salon in London, 1973.


By 1980s, Molton Brown began selling plant-based make-up, hair, body, skin and grooming products. As they became famous, they were approached to supply top-end stores,airlines, and hotels in cities around the world.

Their aim is to produce natural products using plants, flowers and marine products and have been against animal testing. Their mild products enable them to be used by people who have sensitve skin

Now you can experience their creations in more than 70 countries world-wide, in their emporium, spas, online and in world's leading luxury hotels and airlines.


Variety & Assortments

They have a wide range of products from

• Men's Grooming - shaving, body wash, cologne, hair wash etc
  
• Bath & Body - body shower, body soother, body cream, body shimmer, body lotion etc.
  
• Hair - hairwash, hair condition, hair treatment
  
• Make Up - face, lipstick & gloss, eye make-up
  
• Skincare - cleansers and moisturiser
  
• Hand Wash & Lotion - hand wash and hand lotion
  
• Candles & Scent - candles and roomspray
  
• Travel packs - travel kits and leather bags

Two Challenges faced by Molton Brown

Not well-known among most Singaporeans and they are only located at Takashimaya and Raffles Hotel.

High competition in the industry e.g. Body Shop, Crabtree & Evelyn

• Doing a market research finding out the consumers' behaviour in Singapore
• Creating brand awareness to the public through roadshows or advertising highlighting the Point-Of-Difference.
• Using celebrities to create buying intention among the consumers.