Case Study Rue 21s Location Strategy

Rue 21 is a successful specialty retailer selling value fashion items and accessories to its target market of young men and women. The company attributes its success to its location strategy, which enables Rue 21 to take advantage of a variety of location types.

Read “Examining Rue 21’s Location Strategy,” on page 272 of your textbook, and visit the Rue 21 website for the most up-to-date information about this retailer.

In a two-page essay, evaluate Rue 21’s location strategy. Be sure to discuss this in depth, citing sources to support your position. Your essay should relate to concepts discussed in your textbook, as well as other scholarly resources. Your essay should include the following information:

  • Evaluate the pros and cons to Rue 21 of each location type: strip center, regional mall, and outlet center.
  • Should Rue 21 expand beyond the United States? Explain the complexities of doing so.
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