Market Research

Country Road 
Country Road is a Mid-market store, the company has 13 stores in New Zealand. The stores all sell Womens wear (casual, work wear and accessories), Menswear (casual, work wear and accessories), Kids wear (newborn - teen), and home wears. The Garments are produced in South Africa. 
"Woolworth Holdings Ltd South Africa secured a controlling interest in Country Road in 1998 and we began to re-build the business from the bottom up. We exited the US and Asian markets, reduced our prices, and established a more fashionable offering in step with changing consumer trends." - Country Road


Country Road is really big on recycling and reducing their carbon footprint to try make their products more sustainable. They insist all their material suppliers sign a country road code of labour practice to ensure labourers creating their fabrics have not been treated correctly. They have also started to make bags 100% recyclable. They have also joined up with the red cross to start a campaign where any country road items donated to charity the owner of them receives and 15% off voucher to country road to get country road shoppers donating unwanted clothes.


Because all country roads products are manufactured in one place, there is more reliability that the garments will all arrive together and the same time. 
They stock a large range of sizes and carry larger numbers of those sizes than high market stores. Trend is still important for country road, they always have current trends reflected in their collections but they also concentrate on basic, classic styles of clothing so the clothing lasts for a longer period of time. a variety of colours in different styles, which the high market doesn't have a lot of. Country Roads clothing is always good quality and is functional with weather and living conditions for an extended period of time. Prices range from $5.00-$500.00. The stores decor is very classic and modern, simple which reflects their style of clothing in the store.


lots of wool blends and knitted jerseys and jackets, cotton and polyester pants and shirts, cotton and silk blend with nylon t shirts, shirts and tops.
heaps of woolen and knitted accessories   

Example of Country Road Style from the 2011 Winter Collection

Inside a Country Road Store