Table of Contents

• • Chapter - 00: Introduction;
• Section - ONE: Getting to grips with retail;
• • Chapter - 01: The issues facing the UK retail trade today;
• Section - TWO: Creating your retail marketing plan;
• • Chapter - 02: Analysing and positioning your retail business in the existing market;
  • Chapter - 03: Generating a powerful SWOT analysis for your retail business;
  • Chapter - 04: Planning your retail marketing strategy;
  • Chapter - 05: Building your retail marketing mix;
  • Chapter - 06: Winning in retail – know your market, know your customer;
  • Chapter - 07: Understanding the basic principles of shopping;
  • Chapter - 08: Attracting and retaining customers online, using on-brand content and social media;
• Section - THREE: Effective finance planning and control;
• • Chapter - 09: How to kickstart your retail business;
  • Chapter - 10: Generating a results-driven business plan;
  • Chapter - 11: A straightforward guide to sales, stock and profit;
  • Chapter - 12: Selection and management of retail systems and controls;
• Section - FOUR: Buying and visual merchandising;
• • Chapter - 13: Step one to procurement and merchandising – Understand your business and the marketplace you will be entering;
  • Chapter - 14: Efficient buying techniques to make money;
  • Chapter - 15: Controlling and measuring product performance and establishing KPIs;
  • Chapter - 16: Building and maintaining relationships in retail for long-term returns;
  • Chapter - 17: Understanding customers’ behaviour and information overload – The need to make the product focused, visually clear and correctly price-positioned;
• Section - 18: Maximizing customer feedback and the visual experience;
• • Chapter - 19: Visual merchandising – Managing space performance, layout and add-on selling to encourage purchase;
  • Chapter - 20: Creating your global signpost through online merchandising;
• Section - FIVE: Challenges for bricks-and-mortar retailers;
• • Chapter - 21: Understanding your lease – and how local authorities can benefit you;
• Section - SIX: How good should become sensational;
• • Chapter - 22: Why good today is not good enough in the current retail trade;
  • Chapter - 23: Conclusion – Your journey

About the Author

Rowland Gee is former Chief Executive of Moss Bros Group plc. Under his leadership, Moss Bros entered a strategic business relationship with Hugo Boss, resulting in the UK establishment of the brand. He is co-founder of Grey4Gold Ltd, a professional skills matching service for retail. Danny Sloan was BAA Director of Planning 2012, ensuring BAA airports delivered the First and Lasting Impression for the UK across its airports during the London Olympics. He is co-founder of Grey4Gold Ltd. Graham Symes is an experienced finance director in retail and wholesale fashion, with clients including Harrods, Harvey Nichols, Selfridges, and Christian Lacroix.

Reviews

"Retail is detail! If I had had the benefit of reading this book before I opened my first shop in The Royal Exchange, it would have been plain sailing."
*Simon Crowther, Senior Executive in the retail, clothing and manufacturing industry*

"When we first introduced the Hugo Boss brand to the UK, Rowland Gee fully understood the brand philosophy and its potential. Our unique marketing strategy, as well as the advanced styling and use of new materials, were warmly welcomed by the Cecil Gee clientele. This led to the eventual development of Hugo Boss standalone shops which were managed and run successfully by Rowland's company without ever compromising the ethos of the brand. This book highlights his wealth of experience and his expertise in retail."
*Detlef Doerge, former Managing Director, Hugo Boss UK*

"There are many grey areas in business along with the noise created by excessive information that doesn't address the real issues. The Retail Start-Up Book provides practical, up-to-date information from seasoned businessmen. It's an invaluable resource for anyone starting a business."
*Toks Aruoture, Founder, The Baby Cot Shop*

"Rowland was and still is one of the most passionate retailers on the UK high street. His energy has always stood out, as have his taste levels. He always taught those around him to have a can-do attitude in all circumstances, and The Retail Start-Up Book is a manifestation both of his enthusiasm and the generosity with which he offers guidance to new businesses."
*Simon Berwin, former Managing Director, Berwin & Berwin Ltd*

"Rowland Gee came on board at Me and Maya as a consultant for a year in 2016 to help streamline the business and steer it in the right direction. His help was invaluable in making me realize the brand had a market and that I should pursue selling online. This book brings much of that advice into one resource."
*Lalita Russell-Smith, Founder, Me and Maya*