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Shoppers Stop: Targeting the Young
Shanker Krishnan; Ramasastry ChandrasekharCase IVEY-9B09A011-EMarketing, StrategyThe case deals with how Shoppers Stop, a home-grown Indian retailer of branded apparel and accessories closely identified with the adult segment of customers for a decade and a half since inception, looked at the growing segment of the youth population. Against the backdrop of an aging demographic, particularly among countries in North America and Europe, India had an advantage of a largely young population. Thirty-five per cent of Indian were un...Starting at €8.20