Supporting the expansion of a discount clothing chain in Poland – desk research

Our client, a company operating in the discount clothing segment, was planning to further expand their presence in Poland. The client wanted to know how their offer compares to that of their competitors.

Aim of the PMR survey

In addition to that, the company was interested in an analysis of available product categories and along with their prices, and in comparing the appeal of their store locations to the locations of their direct competitors.

Research method

We conducted a desk research analysis as well as a store check (a review of merchandise) in the client’s stores and in their direct competitors’ stores. Thanks to visiting the stores we were able to obtain detailed information on price levels of the products available, as well as their appeal and diversity of each product category. Our desk research let us created a comprehensive list of the geolocations of the client’s stores and their competitors’ stores, with city population and exact location of the stores.

Result of desk research

PMR provided the client with a report which contained a summary of the results, recommendations and a detailed database of the gathered information. The findings allowed our client to gain a better understanding of their position in relation to other market players. Thanks to the study, the company will be able to optimize their price and assortment strategies, and to plan the expansion of their retail network more effectively.