How well do ‘off‐price’ retailers satisfy consumers?

Off‐price retailing is a new form of discount or low‐price retailing that has become prominent in the U. S. during the past decade. In an attempt to satisfy today's quality‐and price‐conscious consumers, off‐price retailers have utilized a marketing strategy of ‘brand and designer names for less’. Based on research assessing consumers' attitudes towards apparel offerings of off‐price versus conventional retailers, we suggest that off‐price retailers are not yet successful at satisfying consumers' needs and wants in their special niche of the market. We recommend several revised marketing strategies to enable off‐price retailers to satisfy consumers better, and thereby maintain their niche in the ever competitive consumer market. We conclude by observing that it is important that consumer‐orientated professionals take an advocacy role in encouraging retail institutions such as off‐price stores to revise their marketing strategies to serve consumer interests better.