CHAPTER 15: RETAILING

 

M.A.C is one of the most famous cosmetic retailing stores nationwide. M.A.C was a independent retailer it was first introduced to famous make-up artist  became a franchise when Estee Lauder decided to buy it over to widen its cosmetic line. M.A.C provides their customers with in-store retailing and non store retailing. Online retailing for M.A.C has increased dramatically due to the fact that most of M.A.C consumers have been with M.A.C since it was introduced to the public, so consumers trust that they are getting what the pay for just as if they were to visit the stores themselves.

M.A.Cs' first retailing mix of products attracts consumers by using celebrities to promote their products through high organized events to promote their product and to introduce a new product to the line. By staying in the spotlight, M.A.C observes fashion trends to influence the next product.

Since M.A.C cosmetics is influenced by fashion forward movements, M.A.C cosmetics open locations in countries that are fashion forward such as Italy, china and Canada. They open in major cities where the company can be exposed to high profile people, then slowly by word-of-mouth strategy, M.A.C is exposed to the locals, offering M.A.C products at affordable prices for the working class. Customer service is the eye catcher for M.A.C when selling its products. M.A.C allows its customers free make overs when the visit the stores for a celebrity treatment experience and will even give away product sample to allow the customer to use M.A.C at home to see that the product are truly easy