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4-2 Case Study Rue 21's Location Strategy

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Q Evaluate the pros and cons to Rue 21 of each location type: strip center, regional mall, and outlet center.

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After reading the information about Rue 21 I found came to know that it is rapidly growing retail store that deals in selling fashion stuff to young girls and men. As of 2011, the Rue 21 has opened 110 stores. The main target base here is the eleven to seventeen-year-old kids. Two things have contributed to the success of the store. They are the strategy of the flexible real estate and the strategy of the sourcing model. There is also a combination of store types namely strip center, regional mall and outlet centers (Berman, Evans & Chatterjee, 1995).