Opportunities
Firmly embedded in the student market, STA seemed limited by its historic connotations.
The business travel market was a lucrative prize that a retailer skilled in cost reduction ought to be able to tap into.
Through a strategic redesign that clearly distinguished the two sides of the business STA were able to operate across a bigger market |
Objectives
To broaden Sole Trader’s market share.
To create a separate and more refined brand, enabling the company to position itself alongside similar fashion sector retailers in the newly emerging Super Malls like Birmingham’s new Bullring Centre.
|
Outcome
Several stores have been refitted to-date and are trading successfully, prompting further store development programme.
|
